The Top 10 worst types of Advertising clients. Don’t be one of these?

Slide1The best clients respect the process, the agency and their own judgment.  And yet, most Brand Leaders under-estimate the role the client plays in getting to great creative.  As a Brand Leader, if you knew that showing up better would get you better advertising, do you think you could?  Or are you stuck being one of these types of Clients?

I come at this from the vantage of a fellow client.  I’m not an Ad Agency guy, never having worked a day at an agency in my life.  But I’ve seen all these types of clients.  I’d like you to laugh a little and think “hey I know that guy”.  But I’d also like if you see a little of yourself in a few of these and if you’re into personal growth and improvement, challenge yourself to get better and stop being that guy.

I get asked a lot:  “So what is it that makes someone good at advertising?”.  I always think people are looking for some type of magical answer, but the answer I give is always very simple yet if you think about it very complex:  “They can consistently get good advertising on the air and keep bad advertising off the air”.

Most Brand Leaders under-estimate the role the client plays in getting great creative.  If there are 100 steps in every advertising development stage and you show up OK at each step, how are you possibly thinking you’ll end up with a GREAT ad at the end?  Did you ensure that your team has a very tight creative brief that’s based on insights and instincts?  Were you fully engaged and motivating to everyone that touches the brand?   Were you a proactive decision maker who provided necessary challenge and direction in the spirit of making the work better?   Did you push it up and through the system and gain approval from management?

Here are the 10 Worst Types of Clients
#1: “You’re The Expert”: 

While intended to be a compliment to the Agency, it’s a total cop-out!  You really just give the agency enough rope to hang themselves.  As a Brand Leader, you play a major role in the process.  You have to be engaged in every stage of the process and in the work.  Bring your knowledge of the brand, make clear decisions and steer the work towards greatness.  

#2:  “I never Liked the Brief”:

 These passive-aggressive clients are usually insecure about their own abilities in the advertising space.  They keep firing their agency instead of taking ownership, because it’s easier to fire the agency than fire yourself.  A great Brand Leader never approves work they don’t love.  If you don’t love the work, then how do you expect the consumer to love your brand?

#3:  Jekyll & Hyde:

When Brand Leaders bring major mood swings to the Ad process, it’s very hard for the agency. The worst thing that could happen is when your mood swing alters the work and you end up going into a direction you never intended to go.  Brand Leaders have to stay consistent so that everyone knows exactly who they are dealing with.   

#4:  The Constant “Bad Mood”:

 I’ve seen clients bring the death stare to creative meetings where hilarious scripts are presented to a room of fear and utter silence.  Brand Leader must motivate all those who touch their brand.  Be the favorite client that people want to work for. Advertising should be fun.  If you are having fun, then so will your consumer.

#5:  The Mystery Man that’s Not in the Room:

When the real decision maker is not in the room, everyone guesses what might please that decision maker.   As a Brand Leader, you have to make decisions that you think are the right thing, not what your boss might say.  Make the ad you want and then find a way to gain alignment and approval from your boss.

#6:  The dictator:

Revel in ambiguity and enjoy the Unknown.   Great ads ‘make the brand feel different’.  If we knew the answer, it wouldn’t be different, would it?  If a Brand Leader comes in with the exact ad, then it’s not really a creative process, it just becomes an order taking process.  When you TELL the agency what to do, there is only one answer:  YES.  But when you ASK they agency, then there two answers:  YES and NO.

#7:  The Mandatories:  

Clients who put 5-10 Mandatories on the brief forces the agency to figure out your needs instead of the advertising problem.  You end up with a Frankenstein.  My challenge to Brand Leaders is if you write a very good brief, you don’t need a list of Mandatories.

#8:  The Kitchen Sink.

The “just in case” clients who want to speak to everyone with everything they can possibly say.  If you put everything in your ad, you just force the consumer to make the decision on what’s most important.  When you try to speak to everyone, you end up speaking to no one.   

#9: Keeps Changing Their Mind:

Advertising is best when driven by a sound process.   It’s creativity within a box.  And if the box keeps changing, you’ll never see the best creative work.

#10:  The Scientist:

Some clients think THERE IS AN ANSWER.  And the world of SEO and Digital seems to be encouraging this mindset more than ever.   Where you might see precision, I see navel gazing.  Be careful of navel gazing analytics. You might miss blue-sky big picture or the freight train about to run you over.  As a Brand Leader, you can’t always get THE answer.   Too much in marketing eliminates risk, rather than encourages risk taking.  That only helps you sleep better, but you’ll dream less.

You likely have the best intentions for your business.   And you likely believe that having a good relationship with the agency is crucial and you work at it.  But if you suffer from any of these, you might be holding back your contributions into the process.  

Here’s a presentation on How to Be a Better Client

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Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

 

 

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BMW Films: Branded Content Light Years ahead of its Time

Twelve Years Ago…

As marketers are abuzz with Content Marketing, my challenge is to push yourselves to do great content you love, not just ok content work you like.  While BMW_logobeing part of the community and targeting unique users is the right strategy, creating bad content might do more damage than good.   It looks cheap.  When you forget to entertain, when you don’t put in the quality in execution, or where your brand is too obviously jammed into a piece of content that has nothing to do with your brand.  When you don’t astonish and delight the consumer, you fall flat.  So, don’t just do content, do content that you and your consumer will love.

In 2001, BMW launched BMW Films, light years ahead of the industry.  While everyone was still worried about producing 30s and 15s and newspaper ads, most brand leaders were still thinking whether they could afford to put 1% of their budgets into the Internet.  From a brand point of view to that point, BMW had always used traditional media like TV and Print to sell their cars.  But they saw that things were changing, especially seeing that the role of the internet on the purchase cycle.  Roughly 85% of BMW purchasers used the Internet before purchasing a BMW.  BMW knew that the average work-hard, play-hard customer was 46 years old, with a median income of about $150,000. Two-thirds were male, married, and had no children.  In general, we see that Brands move along the Love Curve, going from Indifferent to Like It and Love It before becoming that Beloved Brand for Life.  Competitively, BMW had a lot of love but it was still battling traditional rival Mercedes who had the most love of all Luxury Car Brands.  Everyone else was compared to Mercedes.  Also, brands like Lexus and Infiniti were gaining some emotional support from consumers and gaining share.   BMW needed something to show consumers what makes a BMW truly a BMW.   They needed to put their stake in the ground to push to be the Most Beloved Luxury Car brand.  They needed something that the consumer would love and in turn love the BMW brand.

Integrated Content at it’s Best

The idea of BMW Films was to cast the BMW car as a hero into the starring role of a movie, and in fact many movies.   BMW assembled a cast of A-list directors (Guy Richie, Tony Scott, Ang Lee) and A-list actors (Clive Owen Forest Whittiker, Madonna, Mickey Rourke), and developed scripts within the basic framework of having a central character that helped people through difficult circumstances using deft driving skills—in a BMW. The car became the star. Each director who chose a script was then given complete creative control over content and direction, something they would be hard-pressed to find in Hollywood, and something that BMW ordinarily wouldn’t allow if filming a traditional advertisement.

BMW used traditional media with mock movie trailers on TV and on-line advertising to surround their consumer and drive traffic to the website.  The end results were staggering: the series had been viewed over 100 million times in four years and had changed the way products were advertised.   BMW has had a great decade of sales, recently surpassing both Lexus and Mercedes as the #1 luxury brand.

BMW Films was out there.   It took risks, and was an incredible production.   To me, it’s still the benchmark for Content Marketing.  To me, it’s like Bob Beamon surpassing the long jump record by 2 1/2 feet when everyone else was measuring in inches.  It’s like Babe Ruth hitting 60 home runs when the next guy had 17.  The love for a brand normally comes when we love the work we do on that brand.  The love permeates through our work and onto the consumer.  However, if we don’t love the work, how do we expect our consumers to magically love the output of our work and then love our brand?  Not likely.  My challenge to you:  push yourself to love it, don’t just kinda like it.  Don’t settle.

Since BMW Films, I have seen some great viral work like T-Mobile, incredible integrations which make me stare and say “wow, I wish I did that”.  But in the past 10 years I’m yet to say “Now that’s better than BMW Films”.  

Hey Marketing Community!  My challenge to you:  Beat This!!!

 

 

To read more about how the love for a brand creates more power and profits:

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  3. Turning Brand Love into Power and Profits:  The positioning statement sets up the promise that kick starts the connection between the brand and consumer.  There are four other factors that connect:  brand strategy, communication, innovation and experience.   The connectivity is a source of power that can be leveraged into deeper profitability.  To read more click on the hyper link:  Love = Power = Profits

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

 

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.