- People management skills. We have Creative Directors and Media Directors and no People Directors.
- Stop the train. Speed is killing the quality of creative. Great ideas cannot be born in the time it takes to microwave popcorn.
- Pitching Creative ideas for free. Think about this scenario. You go to your architect and you tell them: “I’m going to build a 4 bedroom house with 3 baths, a study, a porch and an open kitchen: do a design and drawing and show me how it will look please. And by the way, I’m asking 3 other architects to do the same. And can I have it by next week?”
- Reliance on Shutterstock and other web-based stock photo purveyors. There is one grey haired lady that has appeared in over 10 campaigns from banking, to pharmacy to government to fmcg…so much for differentiation.
- No accountability. How do we know that what we have done has helped our clients sales and its brands.
- Using digital as a broadcast medium instead of as one where we engage people.
- Training our creative. Account Service has traditionally gotten most of the attention.
- Being a brand ourselves. (Pepper’s one thing is strategy. We differentiate ourselves on being able to differentiate others)
- Letting anyone who asks to enter behind our red rope. Not everyone gets into a night club. Why should any client who comes along be accepted by an agency because he has a cheque book and a heart beat? (there needs to be a fit; we should only work with clients who energise and inspire us)
- Improving internal communication so we’re all on the same page and in the same book.
10 things T&T ad agencies need to fix.14 December, 2011
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About Author
Dennis RamdeenAugust 1, 2005
Anatomy of a CampaignAugust 2, 2005
Strategy is the name of…August 2, 2005
Ingredients of SuccessAugust 2, 2005
15 December, 2011, 9:20 am
11. Stop clients from making a change for the sake of making a change (magic dust).
12. Trust the agency, you came to us for a reason so listen.
13. Learn to say NO. Can you prepare a full campaign in 12 hours? NO!
14. Minimise discounts, we have bills to pay too.
15. Try something different. Not every ad has to have smiling people and no white space.
17 December, 2011, 7:24 pm
Re #11 Liliana, how do you suggest we stop them?, dr
19 December, 2011, 8:31 am
Well I don’t believe we can stop them but we do need to try to minimise this. What I think can help is if the AE and Artist gives a “technical” reason why the change does not make sense – e.g. changing the font colour and style will result in mis-registration, making the logo bigger throws off the balance, adding a bevel effect makes the graphic difficult to decipher, etc. I have found that once a valid reason or argument is given, the client is in agreement.
19 December, 2011, 12:17 pm
Yep…the soft reasons don’t get far…too subjective or maybe if we had other campaigns to refer to that might help, dr
15 December, 2011, 1:29 pm
OMGoodness, more good ones! I can’t even pick which is most crucial from Liliana’s addenda. 15 is a formula for couple larger local agencies. 12 and 13 are my favs. Yep, 12 and 13.
26 September, 2012, 2:28 pm
THIS is true especially #2….after the AE & the copywriter had months to ‘conceptualize’ the project the artist then gets the brief….AND it HAVE to be finished by YESTERDAY…. – Thanks, ‘DR Pepper’.