When you have a brilliant idea and your client kills it, you have two choices:
- Come back with something even better.
- Give them what they’re expecting and just move on.
If you choose 1, and your client kills that idea, you have two choices:
- Come back with something even better.
- Give them what they’re expecting and just move on.
If you choose 1 again, and once more, your client kills that idea, you’re still left with two choices:
- Come back with something even better.
- Give them what they’re expecting and just move on.
The difference between great creatives and mediocre creatives is the ability to choose 1 again and again.
And I’d argue that more often than not, it’s also the difference between happy creatives and unhappy creatives.
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I would take it a step up the ladder and say the difference between great agencies and mediocre agencies is the ability to give creatives both options again and again. If you hear “This is great, but we have to give the client something they can buy” from account people or CDs over and over again then you don’t really have both options.
Something you learn with experience is (1) some clients will almost never buy great work and (2) how to find agencies who are willing to avoid those clients as much as possible.
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