Can't you be more specific? 5 vague replies to creative that drives "Me" crazy.
We've heard it all. I've seen clients say atrocities about creative work that would make you cringe from disgust. I mean... apart from "This is shit and I will wipe my ass off with it", I cannot fathom hearing anything worse. In fact, that will be my long lost favorite reply of all time because of two reasons: 1) it was given in a huge presentation in which ALL the creatives of an agency participated and did great work (the fact that this douche didn't get it is a whole different story) 2) they hadn't slept in at least 3-4 days and were exhausted, so that line brought what was left of them down...
Today I got one of those winner WTF replies that I've learned to handle over the years. And when I mean handle, I mean that I breathe in, breathe out. Mentally take a break from reality, picture myself somewhere cool and relax and try to break free from the frustration and anger. After I'm back to normal, then I try to guess what the fuck can I do now to get the art approved. Rinse, repeat.
But that doesn't mean that I would LOVE to tell one or two... or eleven to many of our clients - past, present and future. Because if there is one thing they can do to make the creative process more difficult is by giving instructions that have absolutely no thought process or logic. Let's do a "five things", shall we?
1) I'd like it more branded.
What do you mean, exactly? Do you want your logo as big as the art size will let me? Do I need to write the brand's name five hundred times all over the body copy? Wait. It's an ad made for your brand, telling people x message about your brand. It has a phone number, it has all the info it needs to have. The logo does not measure one fucking inch. In fact, it's kind of big because you nail me to the wall everytime I try to put it smaller and more elegant... Can you make any sense?
2) I'd like it more edgy.
Like Witty, edgy is kind of a blurry idea that is different from person to person. What is edgy in your book? A colorful ad with unusual typography? Strange sizes and media placements? A horse getting nailed by the butt with your logo? You pick what edgy means and give me a better brief.
3) It should be easily understood.
Really? Well dammit, there I was developing a new language! All this time wasted! I was writing a dissertation on your product and I was planning to cram it up into a full page ad! Shit, then I will try my best to get your five pages of needed information and make it into three easy words. Suck. My. Balls.
4) I don't like it.
Ooooh cool! It's ok, no problem. In fact, why don't you show the creative to your mom, your wife, your neighbors and most of all, people in your office that don't know squat about being on strategy and having a concept! Just apply YOUR personal preferences to all the ads that you want and you'll have a brand that people love. Why? Because you have one point: ALL people are just like you. They have YOUR tastes, your personality traits... everything. Sure.
5) And the winner is: I don't know.
Perfect! This is the most awesome response of all, you know why? Because I'm psychic! Yeah! Didn't you know that? Sure! By not giving me clear revisions and input, I will just channel all my power to try to decipher what in the world you mean by saying that! Cool! I can test my telepathy as well. No, don't give me a reasonable reason why you dislike the creative, even if - gasp - it is on strategy and you acknowledge it. You just don't know, and it's ok. Now let me put on my magic hat on and produce a new ad out of my ass.
This business sucks.
Today I got one of those winner WTF replies that I've learned to handle over the years. And when I mean handle, I mean that I breathe in, breathe out. Mentally take a break from reality, picture myself somewhere cool and relax and try to break free from the frustration and anger. After I'm back to normal, then I try to guess what the fuck can I do now to get the art approved. Rinse, repeat.
But that doesn't mean that I would LOVE to tell one or two... or eleven to many of our clients - past, present and future. Because if there is one thing they can do to make the creative process more difficult is by giving instructions that have absolutely no thought process or logic. Let's do a "five things", shall we?
1) I'd like it more branded.
What do you mean, exactly? Do you want your logo as big as the art size will let me? Do I need to write the brand's name five hundred times all over the body copy? Wait. It's an ad made for your brand, telling people x message about your brand. It has a phone number, it has all the info it needs to have. The logo does not measure one fucking inch. In fact, it's kind of big because you nail me to the wall everytime I try to put it smaller and more elegant... Can you make any sense?
2) I'd like it more edgy.
Like Witty, edgy is kind of a blurry idea that is different from person to person. What is edgy in your book? A colorful ad with unusual typography? Strange sizes and media placements? A horse getting nailed by the butt with your logo? You pick what edgy means and give me a better brief.
3) It should be easily understood.
Really? Well dammit, there I was developing a new language! All this time wasted! I was writing a dissertation on your product and I was planning to cram it up into a full page ad! Shit, then I will try my best to get your five pages of needed information and make it into three easy words. Suck. My. Balls.
4) I don't like it.
Ooooh cool! It's ok, no problem. In fact, why don't you show the creative to your mom, your wife, your neighbors and most of all, people in your office that don't know squat about being on strategy and having a concept! Just apply YOUR personal preferences to all the ads that you want and you'll have a brand that people love. Why? Because you have one point: ALL people are just like you. They have YOUR tastes, your personality traits... everything. Sure.
5) And the winner is: I don't know.
Perfect! This is the most awesome response of all, you know why? Because I'm psychic! Yeah! Didn't you know that? Sure! By not giving me clear revisions and input, I will just channel all my power to try to decipher what in the world you mean by saying that! Cool! I can test my telepathy as well. No, don't give me a reasonable reason why you dislike the creative, even if - gasp - it is on strategy and you acknowledge it. You just don't know, and it's ok. Now let me put on my magic hat on and produce a new ad out of my ass.
This business sucks.
