Today, a new brief from the chief graced our workstation. A brief that the servicing folks were asked to fill and their creative counterparts will drill their brains to reach to the desired derivatives. Now, in my world of advertising, communication pays for our bills. But the irony is that miss-communication between the creative and servicing can kill the figure in those bills. Whenever there is a miss involved, distractions are inevitable. Hence, the need for a happening brief was felt. Hope it doesn’t remain just a feeling, but becomes a fast practice among the colleagues.
The challenge is that most guys in servicing (with due respect) are scared of the mighty power of the pen. They come from the client and just puke their client’s response at us, sometimes so random that I am left too shocked to clean the mess. And trust me this mess stinks, pretty badly, when concept after concept keep getting bounced, especially when we keep facing fast bowlers crunch in the team. Isn’t it criminal?
But that is life and every creative person is never cool with rejection, be it personal or professional. So we blame the servicing and the client for being uncool and boring. While the servicing blames us for being non-creative and still drawing attention (fatter salaries). The war and passing on the virus from one to another is legendary. Many sacrifices have been made towards this battle with people losing their most prized possessions, even their ponytails. But the saga continues in every agency…
The brief in the limelight had some interesting points to cover. Among them the most controversial one (if you take literally) is the phrase “what keeps the client awake at night”. Imagine a good looking servicing executive (read female) asking that to a pot-bellied, middle-aged client. She’ll question, “Sir, what keeps you awake at night?” He will slyly reply, more sure than ever before, “You, sweetie.”
Oops, shall we go for a debrief?
Image courtesy: Google
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