10 Words/Phrases That Cause Marketing Agency Employees To Re-Think Their Career Choice.
There are some words and phrases that need to be stricken from our collective vocabulary (“O Hai!” For example). These just happen to be from a marketing agency’s perspective.
1. Professional
What does this mean?
Usually, it’s associated with any kind of corporate-feeling artwork. Generally this means straight lines, mild colour choices, big photos with big smiles from a multicultural group of big time business people, oh, and serif fonts. Not always true, but still that’s the feeling you get.
Why don’t we like it?
Simple: we are professionals. Therefore, everything we do is professional, even if it’s the latest craziest music from whatever random teen happens to be a celebrity at the moment. As long as the campaign is handled well, is original (or at least different enough), and gets attention, then we have been professional and the work is professional.
2. Edgy
What does this mean?
Like professional, this is always associated with a brand or campaign that’s aimed at kids or, even more frequently, teens. This means grungy fonts, grungy textures, grungy abstract images, and everything is on an angle.
Why don’t we like it?
Edgy is a catch-all phrase that means nothing. People call everything from Apple to Axe to UFC to Katy Perry edgy, and all four are completely different in their branding and marketing.
To quote Daria, “As far as I can make out, edgy occurs when middlebrow, middle-aged profiteers are looking to suck the energy – not to mention the spending money – out of the ‘youth culture.’ So they come up with this fake concept of seeming to be dangerous when every move they make is the result of market research and a corporate master plan.”
True story.
3. Love The idea! However…
What does this mean?
Potentially the worst start of a sentence a group of creative people in a marketing agency can hear. This is a “you guys and your big crazy ideas” sentiment, where the client thinks the campaign idea is fun/interesting/cool/etc, but they will be going in a much more obvious and therefore safe direction.
Why don’t we like it?
Well beyond the fact that we’re usually very proud of our well thought-out (and dare I say brilliant) ideas, we know that big ideas usually mean big results. The safe option is always just that – safe. You’ll get the same reaction (or less) and you will get the same ROI (or less). The big ideas are not only more fun to execute, they will always make consumers take notice because it’s not what they’re used to seeing from your brand.
When VW did their “un-pimp your ride” campaign they didn’t just do wide pans across slow motion cars, now did they? The answer is: No sir, because they’re efficient and awesome.
4. Looks Good, Just A Couple Of Comments…
What does this mean?
Sometimes nothing – sometimes it’s as simple as changing a few words or replacing one horizontal photo for another. Most times, however, it’s just a not-so-simple matter of changing a colour or adding a novel’s worth of copy or even adding/removing some creative.
Why don’t we like it?
Occasionally it’s just annoying and adds an hour or so of work, which is no big deal. Unfortunately, most of the time it means we have to change most everything we have done, and are forced to lay the creative out again, adding a day or more to the project. It is our jobs and we understand that, but the reality is that we need to make deadlines so that it does not cost us or you any more time/money than is needed. (So stop it!)
Be detailed and fully agree on something in the beginning. Be clear about goals and needs, because in the end it’s all about time, and more time for you (the client) is more money out of your pocket.
Fact!
5. Can You Get Me This Tomorrow
What does this mean?
Someone somewhere did not pay attention to timelines or on a whim decided to change a timeline – drastically. This always results in a passive aggressive fight that never ends well.
Why don’t we like it?
It never ends well because cutting timelines results in half-assed thinking, haphazard design, and rushed printing. It never ends well for us because we have to work over time to get something out the door. It never ends well for the client because they get a result that is half what they could have had. Like Flight of the Conchords said, “Just think about it, think, think about it.”
6. This Site Needs (partner/company/contest/copy/logos/etc)
What does this mean?
More often then not it means that a client’s site needs more added to the home page. As if every little connection and thought they have ever had or could hope to have must be represented by some graphic, logo, or piece of copy on the front page. (And of course, it all needs to be above the fold.)
Why don’t we like it?
Websites are the ultimate way to convey the most important aspects of a company in the simplest way possible. Your website is consumed by a user in a matter of seconds – little reading and not much clicking may happen between it and the next stop on the address bar. However, clients seem to insist that everything should be the first thing a user will see. This does not work… it will never work! … and as much as we explain it, sadly…
…it rarely changes…
7. We Need To Be On (The Twitters, That Facebook, The Social Networks)
What does this mean?
“We’re so very with it that our company will be like every other company and be on all the social networks there is AND we’ll put out six viral videos this year! The kids will love it! We’re geniuses!” OK, there’s a chance I’m being a little sarcastic there, but what I’m saying is that companies assume they need to be a part of these things because everyone else is.
Why don’t we like it?
Not all companies need to be a part of this. You don’t just jump on the bandwagon and then all companies embrace each other in one giant profit hug. Where they all congregate in a Shangri-La-like place in which all consumers come to them and all they have to do is create a page or sign up for an account with Twitter.
This is not true. Not even a little bit.
This is a huge part of some businesses and it is a huge part because it makes sense for said company, or they have found a way for it to make sense. Unless there’s a reason for it or you are willing to put in the time (or pay someone to put in the time), then stay away. Far, far away. For the love of the gods. Please.
8. We Need A Viral Video!
What does this mean?
Some videos go viral. But not all videos are viral. A video that goes viral means that it’s being passed around the Internet, though many influencers, in a word-of-mouth sort of way – just like coughing can pass on the flu. Viral meaning virus. Get it!? It’s very clever.
Why don’t we like it?
A video going viral is not a science. We as marketers can’t make a viral video for you. Nobody can make a viral video for you. All we can do is make a video and hope that it goes viral. There are steps you can take to help – like making it very funny or exceptionally awesome (or in some cases so very bad you can’t help but watch it 10 times in one sitting), but there’s no way to predict what will happen once the video is placed online. Worst-case scenario? It ends up on some “epic fail” website or vlog.
9. Just Have Fun With It!
What does it mean?
Simple answer: the client has no bleeping idea what they want.
All they know is they want it done by deadline X and they’ll know it’s right when they see it. They say, “By the trident of Neptune, I’m the greatest client there is! I just let a bunch of those creative folk “have fun!”” and their employees say “Oh George you are a king among us measly men,” to which he responds “Without you fine subordinates how could I be so freaking awesome?” And then they say…
Why don’t we like it?
Again, it’s pretty simple. Without knowing your goals for your particular brand, product, service, or whatever else, how are we meant to come up with something that will best represent that which you’re trying to sell or promote. The more information we have, the better the ideas and creative will be – we’ll be “laser focused” rather than “scatter shot,” to use some meaningless gun-related business jargon.
That said, allowing us creative freedom and being open to our ideas is certainly a good thing. It’s just that the more we know about your company, the better our creative freedom and ideas will be.
10. I Know We’re A Little Late On This…
What does this mean?
Hey we know how it is, you have to like what we’ve done, your partners have to like what we’ve done, your “artsy” son has to like what we’ve done, your priest and your god(s) have to like what we’ve done. Because of that, it can take a while before you can put a stamp of approval on it. Assuming this group of helpful individuals have not caused you to change a bunch of things or re-think the idea altogether.
Why don’t we like it?
Missing a deadline on your part is probably worse then moving a deadline up. It’s not as simple as accepting that you will get the final product a week later then proposed because you missed a deadline by a week. Unfortunately for you (but quite fortunately for us, because …ya know… we need to eat too) you are not our only client, and because a deadline was missed, other work for other clients who also have their deadlines has to come first.
Note: This rule only applies if you are not paying us the most. If you pay us the most, then if your cat didn’t like the creative and that’s why you were late, well, we’ll probably agree that Snowball knows best and still get the final product to you on the originally agreed upon date.
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It’s funny we are one of the only industries where a client can dictate the final out come… would you tell a carpenter who’s building your house that you want a structurally sound house… but no walls… can’t have walls.
I realize the final out come will effect the clients brand but hey we are the professionals and trust is key. You trust your doctor (Professional) you trust your accountant (Professional)… why not us.
I guess it goes back to… sure my nephew can draw, he can do graphics… that’s easy sure. Yep easy… compare the two and we’ll talk.
Wow, well said sir!
Great insights Sid!
I may have to add another one to the list: “Make it pop”.
I especially love this when there are 6-7 key messages in a single 1/4 page, black & white print ad… The only thing that will ‘pop’ is the ad next to it!
I think the the most important points here are about trust and planning. Our clients have to trust that we will never (intentionally) lead them astray. Their brands are our brands and we are as protective. And we would never do anything to harm one of our own.
As for planning, with the proper work upfront (setting goals, getting approval on briefs) the deadlines and creative should flow without too many hiccups. But to do this right, we need our clients’ cooperation. We can’t do it alone (nor do we want to).
Great post. An agency-client relationship works best when there a high trust level between both sides. Once both sides recognize and respect the who, what, where, when, why and how of each others business – great work will result.
I’m absolutely guilty of pulling a #4 on nearly everything you guys show me. And probably a couple of the others listed from time to time. Haha, sorry!
Am I absolved if I say it’s not me, that I’m told by my superiors to make those comments?
In all seriousness though I see the point of the article and it helps me understand your reality a little better. Part of my job is to make sure our communication needs are met and that they fall within our corporate culture, not to mention budget. It’s not that we don’t trust or like all of your work, it’s just that sometimes we feel that it won’t ‘work’ for us.
And most of your clients who just read this will utter a collective…”They must think I’m a total a$$”
Re-thinking my career choice :S
SID… very well written! I like ‘Professional’
before the Danny days there used to be a sketchy bed and breakfast/hostel across the street from the factory there above the Bagel. the sign up front was painted on plywood and read
Roxxy Lodge “Clean and Comfortable”
complete with quotations! BECAUSE THEY WERE ANSWERING THE FIRST QUESTION THAT CAME INTO EVERYBODY MIND!
Sid:
Great post, and I agree with the comments regarding trust being the essential element.
Let me just offer a note from the client side: In my previous life I was managing national ad & promo (consumer market) for the telecoms across the country.
The art director for the national agency kept me for two hours one Friday night(a weekend production) explaining to me why a certain tag-line not only needed to be voice-overed, but also appear on the screen – a long story but one of our association members had taken a dis-like to the screen overprint, so I was stick-handling to keep peace. So fine, I took the art director’s and agency’s side and beat back the association member in an even longer call late Friday night.
You know what happened next, of course. The agency team decided during on-site production the creative was better without the overprint, and sent it to the members without letting me how their thinking had evolved. Our next client-agency meeting was unhappy, but we got over it.
I think Sid this simply supports your point, trust comes from each and both sides, and, when the agency recognizes the client is managing a problem, it goes to communicating as the team’s thinking evolves.
Harry
@Shelly @Allison – These things happen all the time and this post was more for fun than anything else. There are some truths in there of course but hopefully it will educate as well as make you laugh!
There’s always going to challenges and none of this is black and white. The real point here is that communication and trust are key and it will allow for a great agency client relationship.
All the same, I’m sure you all already knew that!
@Harry – That’s a great example! Communication goes both ways.
@Pat – Thanks buddy!
Good post Sid! I laughed, I cried, I peed my pants a little… But the point is clear that communication and trust are the key ingredients to any good relationship.
but will it “move the needle?!” to do that, you’ll really need to drill down.
@shelley I am guilty of all of the above – and that’s before it even makes it over to you
Definitely 1 through 5, 9 and 10!