Patrick Glinski (@glinskiii on Twitter) of Idea Couture, breaks down the repercussions of changing vs not changing a client brief. I love this simple matrix, showing the results as binary.
If you always do exactly what is asked of a client, even if it is wrong, you are destined to fail. A bad client will get angry and blame you for the dismal results. A good client will still pay you, but ask you to do it all over again, eventually drifting into the ‘bad’ column.
If you question the client, tell them they may be wrong, a bad client will fire you. But a good client will respect you. A good client will begin to think of you as a partner instead of a lowly vendor.
As much as we all like money, I think it is important for the creative and strategic integrity of all agencies to push for the upper left quadrant, the strategic partnership. It is the more difficult, long term path, but it will lead to industry respect and longer term revenue. It also may lead to better, more effective advertising.
Thanks Patrick.
Posted via web from Jason Theodor’s Creative Method and Systems Channel
