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?

While minding my own business on three different occasions of surfing the web I came across some great art gallery sites. My wife and I are art lovers. These artists were good and the prices reasonable.

With each discovery I said to myself, “I love this gallery!” Each site had a section to purchase on-line.

I bit.

Sadly each time, the on-line purchases didn’t go through. So I called. And each time all three galleries said, “Oh, we don’t do that any more. I don’t know how you got this number.” Newsflash: I got the bleeping number ‘cause YOU put it on YOUR web site to SELL YOUR CRAP.

Like all good cobblers’ children, Capstrat struggles to build fresh content throughout our various web properties. We try really hard but still could be better. At least we see the value.

This is puzzling. You design and program a site, then host it. All these events cost money and time. Why don’t people take them down after they no longer do business?

It’s not like they have to unprogram it. What’s your favorite Web peeve?

After a recent trip to the grocery store, my wife commented how genius the stores are to be selling recycled, reusable bags.

“Huh?” I said. “Smart yes, but genius?”

My wife believes that permanent bags reduce the stores’ cost in buying paper or plastic bags. Okay, I get that. She also believes the shopper has to buy a branded one from each store.

Again,“Huh?”

“I feel uncomfortable taking a Harris Teeter bag into Trader Joe’s. I bought at least one from each store” she says. She went on to say that it’s genius to SELL them, not give them away. Most cost a buck or two, so cheap enough to impulse buy but with enough value to keep– unlike its paper or plastic cousin.