Apr 02 2008
Ego
Sometimes I find that there is more ego and bullshit at the agency than there was on the client side. You take the good, you take the bad, you take them both and then you have…
You’re conditioned to be simple about everything you do on the client side because you don’t have the resources in place to go 17 feet deep on everything. Bridge Worldwide had a great philosophy in place when we were working together. They believed that there were 2 types of projects:
1. Just Do It: They recognize that sometimes you just need to get “it” done. The project doesn’t require 3 weeks of serious concepting or some amazing strategic approach. A lot of the time the project isn’t even someting the client wants to do; but they HAVE to do. For an agency,we should grab these projects quickly and get them off our plate quickly. If we focus too much on a just do it project we won’t be able to fairly invest time against projects that actually matter.
2. The Right Way: These are the ones that need to have the full monty. You get the strategy, the insights, the significant time on concepting, etc. These are the money makers.
I can get why it’s hard for “creatives” to essentially not give their all on a project. Hell it’s hard for all of us not to give our best effort. But, the payoff for doing that is much greater, because we can give more attention to the things that will pay out in the long run.
the facts of life. nice.