As we all know, great ideas don’t get produced by accident. It takes a concerted effort from all involved. Not the least of which are the clients.
Recently, in MediaPost Agency Daily, our Director of Strategy, Mike Cronin, shared his thoughts on some of the specific client behaviors he’s seen lead to great creative ideas–from “Selling Out” to “Steering Into Fear.” Here’s an excerpt:
“In advertising, we take almost maniacal pleasure in discovering great ideas. Like bizarro anthropologists, we obsessively hunt these ideas down and study them inside-and-out as though they’re artifacts from an alien world. We salute the insights and creative briefs that inspired them.
What we rarely seem to acknowledge are the clients. Specifically, client behaviors that help enable great ideas.
There are numerous client behaviors we’ve all witnessed when pitching an idea. Whether it’s the basics of open communication, receiving some tough love, or finally agreeing on a creative idea, it’s time we celebrate the counterintuitive practices.”
Read the full article entitled “The Art of Being a Great Client” at MediaPost.