The creative gang bang. Don’t fret, it is nothing that would land me in a sexual harassment lawsuit. It is a Darwinian approach, common at most agencies, where the best work rises to the top through creative team (writer/art director) competition. Only now, with the proliferation of the internet, the concept is going global. Clients can post their creative brief and creatives do the assignment pro bono hoping they can win a grand or so for their time and effort. Is this a good idea? For a one-off, perhaps. Or for clients who have no relative brand identity. Or for clients that burn through agencies because they hate trusting anyone besides themselves. But while a former art director partner of mine is worried about the ramifications of such trends, this creative director is not. Great work comes from great relationships. Shared passion for the brand. Greater insight working together from strategy to focus groups to production. I would think clients would want an agency who was 100% invested and cared about the work working, the phone ringing, the web hits rising. And I’m glad I work at that kind of agency. So if you want to work with us, we’ll pitch you some great ideas. But we won’t pitch them through the internet.
All hospitals want to be innovative. Pioneering new technologies, treatments, and research is very important to them. But when it comes to innovative marketing strategies, hospitals are usually very conservative. They tend to play it safe and create ads that are category similar with either doctors, happy healthy people or tired testimonials. Our client Covenant Healthcare did something different. They said “yes” to a campaign that is truly a first in healthcare. Covenant’s differentiator is that they give extraordinary care to all generations from babies to grandparents. So one of the brand campaign concepts we created was to have kids deliver the message and talk about how Covenant will be there for them in the future like they are now. They loved it. Never in my 20 year career have I seen the agency, marketing client team, hospital executive leadership team, and every focus group all choose the same campaign as their favorite. There must be something special that connects emotionally across all these groups and all generations…and that’s exactly what we were shooting for. Here’s the spot, what do you think?
Every agency has a formula for success. They usually show it to you in a fancy chart in their pitches. This is how and why we are better than the competitor – this amazing, brilliant formula. To be honest, we have a formula. But I recently realized that we may need to revise it. Watch out Albert Einstein.
My epiphany happened while I was previewing the new TV commercial we developed with the University of Toledo Medical Center. I got goosebumps the first time, the second time, and still do after the 40th time.
We did something right. But why isn’t it always this way? Because really, it wasn’t just us in this. Leo Burnett once said “there is no such thing as a great advertising agency. There are, however, a few great clients.” No one says it more eloquently than Leo.
Yeah, we can write an amazing strategy, we can develop emotionally appealing creative, but without a smart, solid client partnership we’ve got nothing. So, I just want to give our clients at UTMC a little shout-out. A good strategy, a good client, a good team. There’s no better formula.
I heard a hospital recently twittered all through a surgery. So I figured why shouldn’t a creative director twitter all through a hospital TV commercial shoot. We were shooting a new branding commercial for the University of Toledo Medical Center. And although I couldn’t twitter too much about the details of the spot (gotta keep a secret until it airs!), my clients, Esther and Pat and account executives, Lauren and Julia, had a riot helping me with the tweets.
At first, we had technical issues finding a cell phone that could connect to the internet from a remote location in Ohio. But once up and going, we relayed tweets from shot to shot– what craft service was feeding us, what our dog talent (a tiny dog named Bear) was doing and the funny things our director, Amy, would say and do to make our non-professional talent “get in the moment”. So even though I don’t have a ton of people following me yet on twitter, I got several people who were following me excited about the upcoming spot. But more importantly, the tweetfest entertained all of us at the shoot and helped with client/agency bonding.
Marcie Brogan’s age-old philosophy: happy employees are productive employees, which in-turn results into good work and happy clients. But the state of our economy is in and layoffs happening throughout most Michigan companies, it seems hard to imagine offering any perks. But really, this is the time that most employees need the extra boost.
So, what are some ideas to keep your employees walking in with a smile each day?
Here are some of my favorite Brogan ways:
Dogs: who doesn’t love a dog? Every day I bring my furry friend, Mac in with me. He thinks it’s his job to walk up and down the hallway and greet each person with a little tail wag (I’m sure all of the treats he receives is payment enough for him).
Music: It’s one of my favorite perks – Bruce Springstein always brightens my day.
Exercise: Although I’m a bit lazy, some of us work-out during the lunch hour. Employees bring in workout videos, take walks, or lead classes. Those with kids love it because it’s one less thing they have to think about after work.
Agency breakfast: Everyone loves food – period. So, we have a monthly agency hosted breakfast, to supply fuel for our brains : )
Group activities: Anytime I (or a co-worker) sees a good networking event that would be FUN for all, we try to get each other involved. It gives us a chance to chat out of the office, have some laughs, and meet hockey players!
What is your company doing to keep employees up in this economy? Share your ideas – so I can copy them and perhaps others can implement them.
Want more ideas – read this article - it’s a great starting point:
Working in the account world of an advertising agency, the most important part of my job is to develop and grow long-term, successful partnerships with my clients.
So, I’ve decided to share with you the best account advice I can think of. It’s quite simple really. Date your clients. Corny? Probably. But it works.
Rules for Dating your Client:
Be yourself. Goofy, funny, nerdy, whatever it is that makes you – you.
Be honest. No one likes a liar.
Be trustworthy. Don’t go blabbing secrets.
Be true to yourself (and your agency)– give your reasoning, your input and insight. And if your client doesn’t agree with you, move forward and support their decision.
Be timely. Who wants to wait by themselves at a dinner table? (that means send things on time. And if you can’t make a deadline, call in advance.)
Be truly interested and interesting. “You can’t be bored if you aren’t boring.”
Be thoughtful. Remember special dates like birthdays & anniversaries.
The holiday season is almost here and I’ve been thinking about what to send my clients for a little holiday cheer and to thank them for our partnership. Companies of all sizes are doing the same. Trying to figure out what gift says I appreciate you, you inspire me, I think the world of you.
How about a digital picture frame? Maybe a tie. I’ve got it….a coffee mug, “personalized” with a big logo smack-dab in the middle.
That way they won’t ever forget where it came from.Those lucky to receive the gift will excitedly tear through the paper, anxious to see what is inside. And 2 weeks later it will end up in the trash. They expected something else; something thoughtful and inspiring. And that mug with your logo wasn’t it.Think differently and try being a socially conscious business partner. Send something that truly inspires those on the receiving end. Check out http://www.plentymag.com/ to provoke some ideas.
