So as you know, I’ve been ranting like a loon in Sydney this week.
The ‘feedback’ has started to come through … and while in print it makes me sound like some nutcase Trade Unionist Worker [whereas the video, when it comes out, will show me as a fucking clown] I am glad the point I was trying to make is seemingly starting to have an effect.
On the first day, I finished my presentation with 3 requests:
1/ Could clients give their agencies problems and an open mind, rather than an all encompassing ‘solution self-diagnosis’.
2/ Could agencies ensure they get back to finding a solution rather than going straight to writing an ad. As I keep saying, the process should be [i] identify the problem [ii] identify the solution [iii] advertise/amplify the solution … whereas way too often it appears to be [i] identify the problem [ii] do an ad, often an ad that promotes the problem rather than changes attitude and/or behaviour.
3/ Could anyone in the room who has views they believe in just have a go – even if their bosses/colleagues think they’re wrong – because 7 years ago, no one in Aussie adland would give me a job and yet here I am on stage, as part of W+K, saying exactly the same things I believed in 7 years ago. The best advice is to ignore everyone’s advice.
Anyway, I know from the feedback of the day that points 2 and 3 hit a [positive] nerve, however this afternoon I’ve received an email from a client of Saatchi’s – who was in the audience during my rant – saying the agency should thank me in a few weeks because they are literally going to brief them a problem and will be open to any solution as long as it addresses it.
That is awesome.
Not just because that is all adland should ever want from a client, but because you have let my Mum feel her son isn’t a total swearing idiot.
So to Mr Kevin Roberts … let the folk in your company be brilliant rather than do the sort of stuff that too many do on the challenge section of the Gruen Transfer … or we’ll veto NZ lamb and ensure your super-super-super platinum hotel card is made null and void.
[For those who care, here’s the post on meeting Lauren!]