By Solomon C. Robert
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Extra resources for Art of Client Service
It was especially painful to him that he had spent thousands of dollars on an illustration he didn’t like. “I wish we had just used the sketch instead,” he lamented. I don’t blame the illustrator; she executed the direction the creative director gave her. I don’t blame the creative director; he thought he had buy-in from the client on both the concept and the choice of illustrator. He was mystified by the client’s disappointment. I certainly don’t blame the client, who was very supportive of what we were trying to deliver.
Problem 3. Objective 4. Key benefit 5. Support 6. Tone 7. Audience 8. Competition 9. Mandatories “That’s it,” he said. ” Before he stomped out, he added, “And stop writing these things on your own. ” Now, this creative director could have gone to any number of account people at the agency, but he came to me. I didn’t know whether to be flattered or insulted, but I guess he chose me because I wrote the longest briefs of all. I’d also like to think it was because he saw there was hope for me. I resisted at first, but ultimately did what he asked.
It was a day or two before we were scheduled to present to the client, and he was walking me through the concepts he was going to show. Mel was the type of writer who liked to crowd the walls with ideas. It was typical of him to show a dozen or more approaches. For some clients, that many choices would be paralyzing. Not this client. This client loved the theater of it. He loved to debate the ads. He really took ownership of the work, and that was great for us. He welcomed a room full of ideas.