How do agencies succeed in completing projects, pleasing clients, and creating effect and unique approaches? It starts with account management. Account management is the to go between the client and the agency and prepares a creative brief for the other departments within the agency. The brief outlines the clients’ strengths, weaknesses, goals, ideas, wants, and needs going into the project. Creatives within an agency then create and work on the projects.
Even in this system of completing projects and pleasing clients, there is often tension between departments and/or clients and the agency. This tension can be due to the pickiness of a client, account management wanting creative to stick to the creative brief, or even tension between brands.
Luke Sullivan, one of the most influential creatives in modern advertising – author of the definitive book for creatives Hey Whipple, Squeeze This, has four steps to use this tension as a positive within an agency and for the project. Sullivan quoted, “Creativity happens in response to a problem, not a solution.”
First, find the tension. Sullivan says finding the tension creates something interesting. Basically, tension causes controversy, which in turn gains the attention of the consumer. For example, when a consumer sees an Xbox commercial it will not gain as much attention as an Xbox versus PlayStation commercial. Tension can also be for a cause, such as LeBron James’ “More Than an Athlete Campaign.” This tension causes discussion, conversation, and controversy which can boost brand awareness and sales.
Second, the platform is a world with its own rules. Creative departments have the freedom to create their own platform. Sullivan defines a platform as “an idea that creates more ideas” and “a world with its own rules.” This allows creatives to stem now stories on these platforms.
Third, the more rules created, the better. The more rules created the stronger the story will be behind the product. These ideas and rules need to be simple and easy to grasp and relate to.
Fourth, find the truest thing. Study the product and the brand and the competitors and find the truest thing. An example can be found in toothpaste. The toothpaste might not be the best in the market to prevent cavities, but it may be the best for teeth whitening. Creatives will build the project based around the teeth whitening benefits if this is the case. This helps agencies focus on the benefits and most marketable parts of a product for a client.
These four steps outlined by Luke Sullivan all come down to the same goal, always be interesting. Creating a story on a platform is more entertaining and interesting to a consumer rather than just stating facts about a product. This is done by finding the tension and capitalizing on it, creating a platform with its own rules, creating rules and ideas that follow a simple story, and finding the truest, most marketable thing about a product.
Account Administration Blog 