Solutions vs Expectations
Just came across a post from Beyond Madison Avenue highlighting two very different approaches to the agency/client relationship. The author/copy writer makes the case that it is often better to deliver solutions to clients instead of simply meeting expectations. Don't be put off by the choice of photography: the post is worth a read, regardless of what the seals are doing. Shout-out to Room 116 for spotting it. Here's a quote:
Providing the best solutions possible requires, in a nutshell:
• In-depth study of a client's business
• Continual learning about new technologies and trends
• A desire to educate the client about the evolving worlds of advertising, branding,the marketplace, and their demographic
• Willingness to challenge a client when they're not making optimal decisions
• Anticipating future needs
Believing that it's most important to do what a client expects often invites:
• Passively waiting for clients to make requests instead of offering recommendations
• Taking the role as a creative vendor or "creative wrist" rather than a partner
• Unwillingness to explore new and better ways of thinking because the client is comfortable with where they are
• Shooting down unique, strategic solutions because "the client will never buy that" or "that's not what they asked for"
Technorati Tags: advertising, opinion
Friday, July 14, 2006
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