Understanding your client and keeping them happy - A guide for creatives

How many times have we heard the client described in language that is almost as disrespectful as it is pornographic? How many times do we think of the client as an adversary rather than an ally? Far too many times for our own good.

Clients do not live in the highly evolved yet protected environment that is a creative department. While we're all busy making ads, they have to worry about making money and running a business - achieving, maintaining or improving their sales and market share; creating, building and defending their brands; dealing with factory, distribution, capex and forex issues.. not to mention their own accountability scenarios, where onshore or offshore accountants and shareholders examine budgets, targets, results and bottom lines.

Clients are not stupid. Difficult, sure. But just like you, they're passionate about their business. They want to get it right and they're quite prepared to burn the midnight oil as often as they have to. In essence, my advice is to simply show clients a lot more respect. That's the single-minded proposition here. Respect. If you respect a client, who they are, what they do and the fact that ultimately they pay your salary, everything else should fall into place.

Most importantly (and let's face it, there's always a hidden agenda), show the client a little respect and you might find that the next time you hold up the edgy award winner, they'll be more predisposed to buy it - because they like you, both your efforts and your attitude.