The Best Clients Are The Ones That Don’t Know What They Want
Ben Skelsey (lead image) is APAC managing director at global creative consultancy Huge. In this guest post, Skelsey takes a long look at the current state of the client-agency relationship and offers some exciting options…
We’ve all been there: The client wants a new campaign, a new website, a new widget, and your team thinks it’s onto something bigger. Way bigger than the ask. The idea’s bold, differentiating and has the potential to fuel enormous growth for the client. Maybe it could result in new customers who don’t currently buy the brand. Or it’s a new product in a category crying out for fresh approaches. And so begins the discussion on how not to annoy the client and “make sure we answer the brief alongside presenting our new game-changing idea’. Because the client asked for an ad. Or a website. Or a widget. Not an idea that will help them meaningfully grow.
Nobody’s questioning the role of creativity in making a great ad or experience. But while many perceive creativity as an input for crafting compelling communications, its true power lies in its ability to accelerate growth. Clients that approach agencies with a problem to solve, rather than with a predetermined solution, open the door to game-changing creative solutions that can crash categories and lead to an unassailable lead on competitors.
On the other hand, execution-driven clients expect their partners to deliver on their predetermined strategies and tactics, and are consequently less open to new, let alone better, ideas. Execution is undoubtedly important; after all, a superior idea will get you nowhere if the craft required to realise it doesn’t cut the mustard.
But executing the wrong thing well won’t drive game-changing results.
When Seven West CMO Melissa Hopkins was on stage for Cannes in Cairns earlier in the year, she said, “What I tell my agency partners is I’m interested in one thing: positive EBIT”.
Hers is not just a savvy posture, but a mandatory one if you want a board to embrace creativity in solving business challenges. If you can’t ladder it back to EBIT, then upstream creativity ain’t for you. The rewards for getting it right, though — for the client and its partner — are massive. The amount of data available, plus tools that help you derive real, actionable insights from that data, will help you make the case.
The flipside to all this is, often a client just wants an ad. Or a website. Or some other communication. And that’s cool if they are going to judge your team’s performance on what can be achieved with allocated budgets in those spaces. It’s a prescribed answer, it comes with prescribed KPIs. Ultimately though, profit and growth trajectory should be the leading lenses.
Famously, Steve Jobs held weekly jam sessions with Apple’s partners and his own team to chew through everything from marketing strategy to new product development. Incorporating creativity upstream can drive more effective and sustainable solutions for growth, and help avoid some of the wrong decisions, too.
Ah, if only we could model this. If only some case studies could prove the utility of pushing creativity upstream into the boardroom. If only there was a platform that allowed homeowners to provide affordable and unique accommodation for travellers who didn’t want a cookie-cutter hotel experience. Or a battery-powered car that could accelerate faster than any petrol-powered model ever made, and be charged virtually anywhere. Or a technology brand that opened its own stores to control the entire sales experience of its premium electronic devices.
The case studies, of course, are written directly into the daily lives of millions.
As creative partners, we need to be in the business of helping client boardrooms change from zones of “If only” lament to “What if?” wonder. If we can help our client look past the brief and perceive the bigger challenge to solve — and the bigger opportunity to seize — we’re no longer in the execution business. We’re right where our clients need us: in the growth business.
Latest News
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The PGA of America has signed a landmark deal with ESPN Bet, becomming the first men’s golf major to sign a sports betting partnership. Meanwhile, St Kilda has locked down its defence in a new deal with NordVPN. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside […]
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
CommBank Matildas’ Mackenzie Arnold and head coach Tony Gustavsson will join this year’s Vivid Sydney taking part in an inspiring Vivid Ideas conversation at Sydney Town Hall on Monday, 10 June. Champions of Change: Mackenzie Arnold and Tony Gustavsson will explore the dynamic between coach and athlete, offering an in-depth look at the pressures and […]
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it