In a recent interview with David Lubars, the Chief Creative Officer for BBDO North America, David touched on a point that really drives what should be the “mission statement” of all creatives and agencies. Unfortunately it’s not. David calls many agencies “order-takers”. That is, a team that allows the client to steer where the creative is going. Why is that? Are they afraid to rock the creative boat? Afraid of losing the business? What does that say about the agency and its creatives? It says confidence in their capabilities is pretty low, and what business owner would want that kind of alliance.
When you think about it, if your client is driving the creative, why on earth do they need you. Guess what, they don’t. But if you are leading with new ideas, next level thinking, and killer production, you have the “special sauce” to retain and grow the relationship, and that equates to a long-term love affair. That’s how reputations are made. That’s how word gets out that “you” are the hot brand, and everybody wants a piece of that.
Can you see the picture? In a restaurant, your waiter recites the menu. Predictably you already know what’s on it, if you’re a regular. But then, the chef comes to your table to explain something new he or she has come up with, and the description of the off-the-menu masterpiece has your mouth watering in anticipation of its arrival.
Surprise your clients with some of the best tasting creative they’ve ever experienced. Serve them something new and better every time. Delight them with an ad that will have then so excited about your efforts, they will tell everyone. Obviously an ad that captures that kind of emotion will also capture the attention of the listener or viewer, and you become the Bobby Flay of advertising. That’s a cool place to be. So, get started on some new recipes. Your clients are hungry.