80% of all creative work fails before one word of copy is written

Taking the brief from a client is a misnomer. Briefs should never be taken - they should be discovered. It all begins with a client 'want'. However what a client wants and what a client needs could be two different things altogether. The client is usually not a 'creative' and seldom thinks in words and pictures. Neither are they copywriters who can distil an argument into a clear narrative. They head straight for an objective which they expect the agency to meet. And this is the start of the breakdown, guaranteeing that the initial creative work will need to be 'tweaked' at best or rejected at worst.

Often, once presented with the creative work, the client then 'sees' the solution more clearly, and a more accurate rebrief is the outcome. The agency returns (somewhat deflated) to meet an objective that is somewhat closer to what the client needed as opposed to what they wanted initially.

Problem definition is crucial at the very start of the process. The trick is to avoid making immediate decisions and pass judgements on what will be delivered. It is literally to have an open mind, but also ask insightful questions that will lead to delivery beyond the brief and, ultimately what the agency is employed for - to add value.

Essential Strategic Planning Skills for Client Service is a one day course covering all key aspects of strategy that would be invaluable for agency personnel to not only operate more effectively, but also enjoy the process from briefing to presentation.

Additional details on the course can be found on the events page here or email or call Sid Peimer on 082 659 9167.