Advertising Week kicked off Monday with the usual bevy of panels and events throughout midtown Manhattan. I had hoped on attending several of the talks, but, as is often the case, work found of way of altering my plans and my schedule. But I was able to make one session, and it was one I’m glad I caught because it touched on a subject I don’t often hear discussed. Entitled Unlocking Client Creativity, the panel, moderated by Jennifer Rooney, CMO, Network Editor, Forbes, focused on how agencies and brands can work together for greater creative output.
Having worked in the agency world, across various industries, for more than a decade I can tell you that this is a vital issue, and one that is rarely focused on. We’re all familiar with the usual paradigm: Agency bleeds and sweats, then presents the ideas to a client who, not unlike the Roman Emperors of ancient times, gives a thumbs up or thumbs down to the ideas. It’s been this way, well, it’s been this way as long as there have been agencies and clients. I think we all pretty much take it for granted that that’s the way it’s done.
I’ve been involved in my share of agency-client brainstorming sessions, but these never quite feel like a real stage for true creative ideation. It’s more of a team bonding exercise, or a way for the agency to show that they really value the client. Everyone leaves saying what a great time they had and how terrific the session was, but I don’t think I’ve ever really seen breakthrough ideas come from such an arrangement.
But this session was about getting deeper than that. It was about true partnerships. How in-house agencies can work with outside agencies; how (and when) it might be appropriate to engage ‘the crowd;’ and the importance of setting up methodologies that can help keep things on the right course. The panelists included execs from DDB and their client, Glidden paints, as well as Nancy Hill, President and CEO of the 4As, as well as Terry Young, CEO and Founder of Sparks & Honey. Young made a point that I thought was quite important, noting how crucial it is for client-side decision makers to be involved throughout the process, rather than just at the end. Nothing’s worse than spending weeks on an idea only to have it killed by someone who hasn’t been invested in the idea at any point along the way.
I can see why co-creation with the client would be a challenge. Do they have the resources (time, skill) to participate? Will ego (on both sides) sabotage the whole operation? Does compensation need to be factored differently? Fair questions, but in an industry where some things are broken, and others are being significantly disrupted, it’s worth considering an idea that, if correctly executed, could lead to more work being sold.