Field Notes Inside an Integrated Communications Agency

1.You could fail to define the box

How can you think outside of the box if you don’t know what the box is? As creative for commerce, we must have a purpose to our work or it’s pedestrian. The first step is to accurately define the problem. Otherwise, it’s creative for creative’s sake. That’s called fine art. While this work can be fun and expressive, as a creative professional it’s wrong to assume that idiosyncratic equals hard working.

 

2.You could fail to see the big picture

Learning your client’s business and unique challenges will give you unparalleled perspective to provide the best advice. Creative work is always better if you understand the context of its use. Also, by knowing the big picture you’re a better resource at keeping work on strategically solid ground. Like all of us, clients tend to wander. We’re better when we assist in keeping focus.

 

3.You could censor yourself

This is delicate. On one hand you want to prove your chops at bringing work that challenges the norm. On the other hand you shouldn’t risk castigation by appearing out of step. Push the work enough to make your stomach hurt. That’ll show you care about progressing your client’s business without the risk of Xanax toxicity.

 

4.You could rush into making stuff

Remember the fast talking FedEx guy? Ad legend Amil Gargano created him. Amil was one ofmy graduate school professors and a real tough cookie. During a review, he told me I had gotten too busy making an ad and had overlooked the problem. BUSTED! It was true. I’ll never forget that. We often get seduced by beauty, style dujour or sensationalism and forget to solve the real problem. This relates to number 2 above. If your client consistently jumps right into tactics without strategic foundation it’s a sure fire sign they either don’t have a strategy or aren’t making you privy to it. Both are fantastic ways to make crappy work.

 

 

5.You could believe, “It’s just a (fill in the blank).”

I hate (yes HATE!) when a creative person fails to see an opportunity to do great work. Some will often rationalize the limitation by believing, “It’s just a brochure.” Or, “It’s just a small space ad.” Or, “They never pick anything good, why bother?”

 

Lee Clow (Chairman and CCO, TBWA) was once asked his secret for getting 30 years of good creative work approved by clients. The Creative Godfather simply replied,“Only put good creative work in front of them.” Sounds easy enough. Unfortunately, our short-term objective of responding quickly or not appearing disagreeable will often outweigh this. Remember: Good work trumps everything.

 

6.You could fail to be audacious

Good relationships need flirting. The kind of freshness that comes with a pleasant sense of intrigue. We should never forget to surprise and delight our clients by bringing the unexpected solution. More agencies lose business because they become complacent. With the Agency of Record model disappearing, firms can’trely on good will to carry them. Clients expect your best, always. We must earn our place every, single day.

 

7.You could fail to ask “Why?” or “What’s the better way?”

At industry association meetings I often hear creative people complain about being labeled as order takers. If you don’t want to have ideas spoon-fed to you, step up. Ask “Why?” a lot. It also helps to KNOW WHY you’re doing something. Embed yourself in business. Think like your client and be their trusted friend. They need to know you care about their business as much as they do.

 

8.You could fail to use your knowledge and experience

Your brain is a fantastic repository of images, sounds, smells, experiences and feelings. Use that in creating your work. Use the experience of other experts too. Creative connects human to human, motivates, clarifies and above all compels. That’s why experience is so important. Otherwise your work is white-bread. We all know how unhealthy that is.

 

What other ways will gloriously kill creative thinking?

 

 

I am a die-hard Chick-fil-A fan. If you don’t believe me, come check out my little stuffed cow reminding me to “Eat Mor Chikin,” sitting on the shelf in my pod. I have so many emotional ties to this fast food franchise it’s almost pathetic. (Almost.) When my husband and I first started dating, we dined there religiously. As we got older and our metabolisms got slower, we had to cut back. But we still savor the moments when we do indulge in their delicious two-pickle chicken sandwiches and creamy “hand-spun” milkshakes. Other evidence of my obsession: I get mad at my husband if he eats there without me. A friend wanted to repay me for a favor and knew the best way to show his appreciation was with a Chick-fil-A chocolate milkshake. I could go on, but I think I’ve painted a pretty clear picture. And provided the soapbox for the following rant.

Why did I just confess my undying love for this restaurant chain? Because a certain BURGER joint is attempting to rip off Chick-fil-A’s signature sandwich, and I must speak out against this atrocity. After 50+ years of the Big Mac, the Egg McMuffin and even the McRib, McDonald’s has introduced its “Southern Style Chicken Sandwich and Biscuit.” Guess what comes on this imposter? Two pickles. Give it up Mickey D’s. No one’s going to choose your imitation over the original.

P.S. If I see a single waffle fry or “hand-spun” milkshake under the golden arches, I’ll serve you up the unhappiest meal you’ve ever tasted.