Greatest Creative Advertising
After working at 10 different advertising agencies, I was fortunate to work with many smart clients. Along the way, I learned how they got the best out of their creatives. And here is what Ive found.
1. Great clients wanted the best creatives working on their account. Not just any creative team.
2. Those clients gave a brief document that was simple and to the point. It had a single message that creatives were to follow to come up with concept ideas. The clients were even open minded if an idea jumped off strategy from the brief. They wanted the best and realized sometimes it came from a new strategy.
3. They wanted to be wowed. This enthusiasm from the client to the creative staff motivated them to do more and do their very best work.
4.The clients respected the creative team. They never try to do the creative work, and also respected writers and art directors for the job they did so well. They trusted their judgement for the ad agency recommendation of the work that was presented.
5. Those clients gave the creatives time to do the work right. They knew in the long run a poorly produced project done on time is remembered a lot longer than a great piece that was late. A good time frame is key to finding the best illustrators, and photographers for the job. The more time a client would give for a big project, the greater the chances were to book just the right person for the job. This additional time would lead to a better looking piece in the end.
6. Those clients gave good budgets to projects that deserved it. They knew you get what you pay for. And they wanted the best.
7. They were a lover of creatives entering award shows. Because award recognition benefited everyone and all businesses involved. Awards motivates creatives to work hard on the account. To keep standing out along with the client.
8. Great clients love the very best creative and drove the creative staff towards excellence. They appreciated the work. And praised them for it.
Great clients are what creatives dream to work for. They are also those that get the most out of their team. Get the best work for their business and are loved the most.
In closing, I have also found it interesting that a project is like a long chain. If their is a weak link anywhere in the job cycle, the project isnt as great as it could have been. With a great client, a good budget, a decent time frame, and talented creatives the chance youll see great creative is outstanding.
Coby Neill owns Coby Neill Creative Creative Ad Agency
Contact him at 417-379-0535 or check out the website
at http://www.cobyneillcreative.com
Author of 3 books
"200 DISCOVERIES TO HOME BUSINESS SUCCESS"
"BE THE GREATEST BASEBALL PLAYER OF ALL TIME"
"THE CHAMPION WITHIN"
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