Wusses
I happen to work at an agency that's so dedicated to serving their clients that they are willing to fold like the French in any major conflict.
Case in point:
The client is worried that the creative isn't targeting C++ users specifically enough. The project is to create an interactive campaign that targets coders (C++, FORTRAN, JAVA, Linux...basically all of them) in general, and pique their interest to learn more about a whole litany of software products that the client produces.
The reason the creative isn't tied specifically to the audience is because that wasn't what was originally requested; if we need to target C++ coders, there's a new solution that needs to happen that will resonate better among that audience. Sure, a simple copy edit can "target" that audience a bit more specifically, but it's not the right solution. It's a band-aid over a severed artery. There's a bigger issue here. If the creative isn't speaking to the audience you had in mind (yet didn't tell us to focus on them in the first place), simply shoe-horning a "label" on the creative isn't the solution. It won't resonate. It will most likely feel forced and (very savvy) site visitors will call bullshit on it.
To wit:
Find more videos like this on AdGabber
So what do we say when we present this rationale?
"No problem. We'll get right on it."
I know clients are illogical and at times unreasonable. But shouldn't we, as an agency, at least try to help them before they hurt themselves?
Case in point:
The client is worried that the creative isn't targeting C++ users specifically enough. The project is to create an interactive campaign that targets coders (C++, FORTRAN, JAVA, Linux...basically all of them) in general, and pique their interest to learn more about a whole litany of software products that the client produces.
The reason the creative isn't tied specifically to the audience is because that wasn't what was originally requested; if we need to target C++ coders, there's a new solution that needs to happen that will resonate better among that audience. Sure, a simple copy edit can "target" that audience a bit more specifically, but it's not the right solution. It's a band-aid over a severed artery. There's a bigger issue here. If the creative isn't speaking to the audience you had in mind (yet didn't tell us to focus on them in the first place), simply shoe-horning a "label" on the creative isn't the solution. It won't resonate. It will most likely feel forced and (very savvy) site visitors will call bullshit on it.
To wit:
Find more videos like this on AdGabber
So what do we say when we present this rationale?
"No problem. We'll get right on it."
I know clients are illogical and at times unreasonable. But shouldn't we, as an agency, at least try to help them before they hurt themselves?
posted by The Haiku Review at 11:18 AM
1 Comments:
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