Archive for the ‘From the Chicks Nest’ Category

September 14, 2017

FullSizeRender-2

“Yes, I’ll have a TV spot, some VCM, 2 schedules of radio, a direct mail piece … oh, and refresh my web site with some new SEO.”

“Very good, sir. I’ll be right back.”

If an ad agency were a restaurant, it might go something like that.

But it’s not.

Forgive the restaurant metaphor, but it seems so appropriate. Clients shouldn’t be selecting from a menu, yet there are still agencies that attempt to sell “today’s special”. Isn’t every advertising problem unique?  Shouldn’t it be cooked to order?

While I have been in small market advertising all my life, surely the philosophy is the same no matter if you’re in a diner or a white tablecloth establishment. Clients need to trust that you are preparing exactly what they need. They should feel your passion, concern, interest, and enthusiasm. They deserve lavish communication and want direction!

Clients – and customers – are gold. They come first. Always. It should be the underlying philosophy that drives every agency action.   

And everyone in the agency needs to understand that. Before any programming, coding, writing, shooting, editing, or media placement begins, every creative person who touches the project needs to know the goal of the client. And, just because we have a special on lamb chops doesn’t mean we should serve them to everyone. If you’re trying to sell the thing that will be the most profitable for your agency, then you’re doing it wrong.

Finally, everyone likes to dabble in the kitchen, but there can be only one chef. That’s the Creative Director, who is responsible for serving up a final course that translates into client success.  Even if it’s something that is not on the menu.

 

 

Advertisements