A lot has been said about creativity and this sure won’t be the last thing written about it either. At the agency we often get a question to quickly think about something, quickly help on finding an idea for something small. We have the creatives right so can they not just help on that, it’s just an idea.
This brings up the most difficult and the easiest part of our job. We do have a group of really good creatives, really talented and all award winning creatives. So finding ideas is quite easy. For them. The thing that we forget here is that they are ‘trained’ creatives, they’ve lived their whole private & professional life to be good at what they are. So talking about finding ‘just an idea’ is as disrespectful to their talent is it would be to ask a baker to ‘just bake a cake’ or a tax consultant to ‘just find a way to avoid some more tax’. If that is your talent, if that is what you learned to do well then it deserves every bit of credit and isn’t just a small thing.
So it’s easy. For them. Then again it’s difficult. When you want to find ideas it’s important that you know where to go look for them. You need to figure out what is exactly the problem you’re trying to solve and how to develop the best possible ‘creative boulevard’. It needs to be right, relevant and inspiring enough for the creatives to start searching for ideas. Ideas that will answer the client’s needs, however big or small that need is.
So, if I may, I’m not a creative but please never ever again ask for ‘just an idea’ when you need talented creative people to solve one of your problems, big or small. Create value, value creative remember.
When Lee Clow speaks, you listen. The man renown for his work on Apple and Absolut at TBWA/Chiat/Day talked about his thoughts on agency compensation a few weeks ago in a video for an event organized by the 4A’s.
In the video he talks about how good creative ideas can be very valuable brand assets and that other than in most creative industries (media, artists, …) you don’t get paid for the value of what you create:
“Unfortunately, in our business, we get paid like we’re doing our clients’ laundry. We haven’t figured out that the ideas that we create can become a very powerful asset to the brands we work for. Many of the ideas — whether they be slogans or advertising forms and styles or a voice that we create for brands — could be listed on the balance sheet of our clients as an asset with millions and millions of dollars in value.”
I think he’s right to the point that the power of good creativity gets undervalued. Good creative and good results go hand in hand and therefore it’s important for businesses to realize that it’s not something you can commoditize, like Mr. Clow mentions in the video. We should – together with our clients – work out different ways of valuing ideas though:
“We’re supposed to be a creative business, but I think we have been probably the least creative industry in the history of the world in terms of figuring out how to get paid.”
With businesses under pressure due to the ongoing crisis there seems to be an always bigger focus on the end (marketing) product – what you see is what you get. The time or talent needed to make the best creative possible are often ‘invisible’ to clients which results in what Mr. Clow talks about in his video.
This also puts pressure on the client – agency relationship, something which doesn’t lead to the best results either as shown by Frank Shuring at the ‘My message in your brain’ conference (NL). His neuroscience research showed that better client – agency relationships directly lead to much better results. Surprised? Not really. Sounds obvious, so now let’s make it happen. And let’s discuss what it is that both sides value most, so we can get out of this crisis together.
Customer centric. Customer focus. I’ve heard it so many times, I’ve seen it written on dozens of business missions or as part of a brand’s values. Yet, I don’t believe it. Because quite frankly if you think about the business decision process within companies, which topics do you reckon come first on the list? Those about what the customer wants… or rather those about margin, reducing costs, maximizing revenue etc? And then you think maybe companies realize that as well, since we’re all buzzin’ about the consumer decision journey and stuff like that.
And let’s assume that companies really are customer centric. I wonder how they make it work, because simply put a lot of companies have no idea who their customers are. To illustrate this point I always show this little movie again: “The Break Up” (aka “Bring the love back”).
And I show it not so much for the reason it was created in 2007 but for this little bit where the advertiser replies to the consumer about not really knowing her:
“Know you? Sweetheart I know everything there is to know about you. You’re 28 … to 34, you’re online interests include music, movies and … laser hair removal. You have a modest but dependable disposable income. Am I the only one not getting the problem?”
That sounds about accurate. That sounds like how companies ‘know’ their customers indeed. So the point is, if you don’t really know who your customers are, how can you be customer centric? You can’t.
And that’s a huge issue of course. So it you really care about the full customer experience, you automatically care about who those customers really are. Thanks to research or just talking to them. Who are those people? What is keeping them up at night? What are their dreams? Etc. Companies do a lot of research to see how people feel about their brand, whereas they should research how people feel about themselves… and how they can affect that (dixit Lou Carbone).
Uniqlo has a new campaign out there, pretty simple as well. Tweet about an item on the page and it will lower the price of that item. It’s a win-win. Really simple and a nice way to get free promotion for no risk at all for Uniqlo (there’s a minimum price anyway). End at the same time it’s not much to ask to a consumer either (it’s just a tweet) to to get an immediate benefit.
So what’s in a grade? Not much really, especially when looked at without context like I did right here. So before anyone else sets up some ranking algorithm, think first about giving it some context first and please don’t make it a black box algorithm that just spills out a meaningless number. Thanks.