For me, it's been a couple years, but we've all been there... After a creative presentation to the client, a spirited debate arises about the work on the table. Agency and client disagree, the assistants are asked for their opinions, the mood turns sullen and it's becoming quite clear that things won't be getting approved today; the agency will need to go back to the drawing board and start from scratch. Then, after some back-and-forth dialog about what they wanted (or expected) to see, the client leans forward in their chair and says: "I dunno guys... I guess I'll know it when I see it."
This can be a frustrating moment for everyone, especially the client, since it doesn't provide much direction and effectively ends the conversation. I mean, what do you say to that? So the agency team trudges back to the shop for another round of creative, internally debating what the client wants "to see."
Since our business is subjective, this will always happen. But with the benefit of countless meetings, lots of trial and error and a recent consumer insight from Dan Hill and his book Emotionomics, I think I have an idea as to how this can best be prevented--making the entire situation better for all.
If you're in a meeting and the "I'll know it when I see it" dialog begins to happen, you need to stop the meeting and back up, actually back waaayyy up; the error occurred weeks ago at the briefing stage and nothing you can do today will fix it. But, make no mistake, the fault here usually lies with the agency. What the client probably isn't agreeing with is the tone, which is hard to articulate. And what they meant to say was: "I guess I'll know it when I feel it."
How does it feel? A good question.
I'm quickly coming to the conclusion that the most important part of the creative brief is the TONE: How is the work supposed to feel? Should it be humorous or lighthearted? Is the brand more handcrafted or polished? Is it inspirational or insightful? Is it more James Bond or more Jason Bourne? Identifying these things upfront, and truly discussing them, makes all the difference.
Many times when the account management and planning teams are reviewing the brief with the client, people are passive. It's easy to do... everything sounds fine and oftentimes the agency runs through the tone section as if they're reciting "L-M-N-O-P" in kindergarten: "friendly, outgoing and exciting." The brief isn't getting the attention it deserves.
Also, many times the agency team presents the brief to the client without fully discussing it with the creative teams beforehand.
Both lead to trouble... you just won't know it for a few weeks. Truly engage the client and gather creative opinions beforehand. And get specific. Everyone will appreciate your efforts... and it will help in the long run.
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