Art of Client Service by Solomon C. Robert

By Solomon C. Robert

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But that takes time and costs money. It’s not always possible, practical, or even desirable. With many clients, showing more than five concepts can be confusing. It also can imply you are surrounding the strategic challenge, rather than solving it. 45 Generally, the right number of concepts to present is three. It’s large enough to provide the client meaningful choice, yet small enough to compel the agency to select only the very best ideas to present. What do you do if your creative team only comes up with one or two ideas?

If you observe and listen to your client, you can do better than I did. 20 C H A P T E R 6 Ta k e t h e Wo r d Brief Seriously I once worked at an agency where we wrote briefs that were as fat as the Manhattan Yellow Pages (well, maybe not quite that big, but you get the picture). The account guys wrote them (there were no planners at this shop). We were so proud of these briefs. They were so thorough, so exhaustive in their detail, so exhausting to read. The agency hired a new creative director, who tried working with these briefs for a few months.

That little-known fact became the basis of a smart, engaging, and memorable commercial that delivered big impact. 32 C H A P T E R 10 G e t t h e C l i e n t ’s I n p u t a n d Approval on the Brief T here’s an illness in the advertising world that occasionally afflicts a client. I call it brief amnesia. It’s not amnesia that lasts a short duration. It’s amnesia about approving a creative brief. Here’s how the illness strikes. You send a creative brief to your client for approval. The client, up to her eyeballs in work, gives the brief the once over.

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