Filed under: Comment
Go on … which one are you?
As far as I am concerned, there are 4 simple rules to evaluating typical ‘creative work’ … and if you follow them, you might even start to build a relationship with colleagues who previously might of regarded you as a dictator-tosser.
1 What are we trying to say?
What is the objective of this piece of communication?
2 Who are we trying to say it to?
What sort of person do we need this communication to relate to?
3 Is the work answering points 1 & 2?
Is the communication conveying the key message / attitude change you need to happen to the audience you need it to happen to? [ie: is it true to the consumer insights?]
4 Is the work being conveyed in an interesting way?
Is the work bold, interesting and exciting? Is it different from the category conventions? Are the creatives genuinely excited about it?
Sure there are other things you’ll look at / consider [including the fact any ‘issues’ should have been sorted out with the client and wider team prior to the brief being put in] … but for me, these 4 points are the cornerstone of ensuring you are doing something great rather than just falling into the trap of self indulgence / client ease mode.
The goal is to get to a point where the work [and strategy] is ‘SCARY GOOD’ – if its just comfortable, then why the hell would you think a cynical consumer / creative is going to give a damn about it?
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You can take the boy out of HHCL but you can’t take HHCL out the boy.
Comment by Pete July 17, 2007 @ 10:39 amSo which client do you think I am then Robert? Be very careful with what you respond with.
Comment by Jonno Willis July 17, 2007 @ 10:43 amOh there’s a mistake on the cartoon … it should say there’s 9 types of creative critics – 8 bad and 1 “GENIUS CREATIVE EVALUATOR” and unsuprisingly, you fall into the latter category.
Cough Cough Splutter Splutter …
Rob Campbell [trainee account sycophant]
Comment by Rob July 17, 2007 @ 10:47 amcampbell, even though youre talking about jonno who is a brilliant client who never makes unreasonable demands on our creative work, youre a fucking corporate toady.
Comment by andy@cynic July 17, 2007 @ 1:55 pmPeople in glass houses shouldn’t throw stones eh Andy! Rx
Comment by Rob July 17, 2007 @ 2:08 pmRob I recall you writing something similar to this post in an email to me many months ago. I can say these 4 hints helped me get my job. Thank you.
Comment by Age July 17, 2007 @ 2:09 pmstop trying to confuse me with your philosophical wank campbell. it might make clients think youre a clever fuck but i know its just more of your planning yoda bollocks.
Comment by andy@cynic July 17, 2007 @ 2:09 pmyouve got a job you dont have to fucking creep age
Comment by andy@cynic July 17, 2007 @ 2:11 pmoi, Andy, when you going to do you “pay-per-view” blog? Love to see how many fuck-wits pay to read your creative-jedi bollocks.
Comment by Marcus July 17, 2007 @ 2:14 pmyou would marcus, you know you would.
Comment by andy@cynic July 17, 2007 @ 2:18 pmWhat are you doing up? Got a poorly tummy from not eating 7,495 donuts? Or is it a sugar rush from eating 24,785 krispy kremes?
Comment by Rob July 17, 2007 @ 2:19 pmim about to go on a fucking teleconference with one of our/your clients. remember them? theyre the ones who pay for your ridiculous spending habits you cheeky fuck.
Comment by andy@cynic July 17, 2007 @ 2:21 pmlike fuck I would Boucher.
Comment by Marcus July 17, 2007 @ 2:26 pmyou want me. all humans do.
Comment by andy@cynic July 17, 2007 @ 2:49 pmThis is pure gold commentary.
Nice post too. It is very much that HHCL spirit it seems…glad to see it still lives on.
Comment by Rob Mortimer July 17, 2007 @ 2:51 pmBottom left. 😉
Or maybe the middle one.
Nice post.
Comment by Will July 17, 2007 @ 2:57 pmI work for an ad agency in Australia Andy, if I don’t creep here I wont learn anything!!!!!
Comment by Age July 17, 2007 @ 3:22 pmgood point. excellent creeping age.
Comment by andy@cynic July 17, 2007 @ 3:33 pmwouldn’t fucking touch you with a barge poll Boucher.
Comment by Marcus July 17, 2007 @ 3:39 pmI go away for 10 minutes and we resort back to normal mentalness. It’s almost nice – given we’ve been on such a moral crusade recently … however without being a bore, we need to get back to the issues in these posts …
http://www.robcampbell.wordpress.com/2007/07/04/charity-begins-with-home/
AND
http://www.robcampbell.wordpress.com/2007/07/04/charity-begins-with-home/
Now I am going to my hotel in freezing Melbourne to do some bloody work which I’d rather not do but as Andy reminded me, is the reason I can buy R2D2 robots!
Comment by Rob July 17, 2007 @ 4:14 pmAll good points. Point 4 is the hardest – that still comes down to subjective opinion.
Option 1 – get as much insights into what types of delivery will work best as you can
Option 2 – talk about what’s good about it first
This is not an option – talk to them about as mucbh creative work as you can. If they think you care about the work even a fifth as much as they do, they’ll listen.
Comment by NP July 17, 2007 @ 4:25 pmOh, and give them stimulus and suggestion, not orders.
So when can you start in our London office NP?
Probably when we get off our bottoms and open it I suppose. 🙂
Rob: if you are there, I can’t dial in, can you try the main office number.
Comment by George July 17, 2007 @ 4:34 pmNP – did you get my email mate?
Comment by Will July 17, 2007 @ 4:46 pmWhat will you be after you go to London NP?
Comment by Rob Mortimer July 17, 2007 @ 4:48 pmLondon? Do you know something I don’t?
yes I did will, I need time to do it justice in terms of feedback.
Comment by NP July 17, 2007 @ 4:56 pmCool.
NP in London? It’d never last. He’d (rightly) complain about the quality of the Fish ‘n’ Chips.
Comment by Will July 17, 2007 @ 4:59 pmTrue. But that is partially negated by the great Pie and Mash… and he isnt that much of a complaineer (unless you drink cointreau)
NP: George said: “So when can you start in our London office NP?
Probably when we get off our bottoms and open it I suppose.”
Comment by Rob Mortimer July 17, 2007 @ 5:06 pmWhat if we opened the office in North London, would that help?
Comment by George July 17, 2007 @ 5:33 pmSo he’d be Northern(London) Planner?
Comment by Rob Mortimer July 17, 2007 @ 5:35 pmRob M – he’d be categorised as an Arsenal or Spurs fan. Not sure a man of his proud (Leeds fan?) footballing heritage could cope.
Comment by Will July 17, 2007 @ 5:41 pmTrue. Im sure he could find an insight to make it work though… 😀
Comment by Rob Mortimer July 17, 2007 @ 5:45 pmWhat about the insight that money can change inherent values? 🙂
Comment by George July 17, 2007 @ 5:49 pmAre you planning on paying him that much?! Wow, thats a generous verbal contract you just offered there George 😉
Comment by Rob Mortimer July 17, 2007 @ 5:58 pmAhhhh, North London Planner. I like the sound of that.
Comment by NP July 17, 2007 @ 8:29 pmAnd David O leary managed Leeds last time they were good, and was an Arsenal stalwart….
Technically, I live in London, and technically, Arsenal are my nearest team. But bugger that.
It’s all about the mighty, mighty Potters.
Comment by Will July 17, 2007 @ 9:00 pmWell, my dad is a West Ham lifelong fan… so if I did move down south (which after all this time I better do…) i’d have to attend a few games there.
Comment by Rob Mortimer July 18, 2007 @ 6:57 pm