Articles – Page 4 of 5

Why Creative Should Have One Main Idea and How to Figure Out What it Should Be

By Account Director | | Filed Under: Creative

I have news for you. The most important part of an ad is not the creative execution.

Don’t get me wrong, what everyone sees or hears is certainly important.

But there’s one other part that is just as important. That’s the main idea behind the ad … the creative strategy.

The most successful ads do both very well … they determine one strong idea to get across and then they do it in a very impactful way.

It’s critical you not only recognize the importance of the one main idea, but also develop the skills to determine what the creative strategy should be.

How to Stop Your Client From Chasing the Good, Fast, and Cheap Unicorn

By Account Director | | Filed Under: Client Relations

Unicorns are beautiful creatures. Many stories and legends have been written about them, going back to the Greeks 2,000 years ago.

But, unicorns don’t exist in our world, so people who chase after them are said to be wasting their time.

There will come a time when your client will ask for work to be done good, fast, and cheap. But that doesn’t exist in our world either.

Your agency’s success … and even your success as an Account Manager … will depend on your ability to stop your client from chasing after that unicorn.

Why Selecting Creative Should Not Be a Popularity Contest

By Account Director | | Filed Under: Creative

Have you heard the one about the client who was showing comps of outdoor boards to strangers on an airplane?

It’s no joke. It was one of my clients.

And there was the other client who always had to get his wife’s opinion.

Epic fail.

Sadly, creative is frequently judged by its likeability.

But there’s a better way to do it that does not involve popularity.

How the Starbucks Run is the Key to Your Promotion

By Account Director | | Filed Under: Account Manager Articles

The team wants Starbucks.

And as the low man on the totem poll, you get the call.

It doesn’t seem fair. It’s not right.

You didn’t go to college for this.

But how well you perform this mundane task is the key to your career advancement.

What The Matrix Can Teach You About Client Relations

By Account Director | | Filed Under: Client Relations

It’s become one of the most recognized scenes in the world. Morpheus offers Neo the choice of a blue pill or a red pill.

“You take the blue pill, the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill, you stay in wonderland, and I show you how deep the rabbit hole goes.”

Morpheus knew he couldn’t make the decision for Neo. He hoped Neo would choose the red pill. But it’s Neo’s life and he had to make the choice. He had to be committed to the decision.

There will be times when, like Morpheus, the best course of action will be to ask your client to choose.

CONTINUE READING

Get Off the Client Revision Merry-Go-Round in 2 Easy Steps

By Account Director | | Filed Under: Client Relations

Does this sound familiar? Your client asks you to make the logo bigger … and the image smaller … and the headline red. So you do.

But the client says it’s still not right. So he asks for a new image and he rewrites the headline. But that doesn’t look right either.

Meanwhile the budget is blown … the deadline is at risk … and worse yet, the client’s trust in the agency is waning. Luckily, there’s an easy two-step process to stop the endless rounds of revisions.

Why Creative Should Have One Main Idea and How to Figure Out What it Should Be

CONTINUE READING

How to Stop Your Client From Chasing the Good, Fast, and Cheap Unicorn

Why Selecting Creative Should Not Be a Popularity Contest

CONTINUE READING

How the Starbucks Run is the Key to Your Promotion

CONTINUE READING

What The Matrix Can Teach You About Client Relations

CONTINUE READING

Get Off the Client Revision Merry-Go-Round in 2 Easy Steps

CONTINUE READING

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Creative

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