Reasons To Believe, or RTB for short.
Of course they’re super important, but a few years ago, I realized that clients felt they were important for different reasons than agencies.
For us, it’s about proof. Something tangible we can use to help build our ideas off.
Of course it’s best when it’s something unique, but as long as it’s true, that will do.
But for clients, it’s different.
Sure, they know it helps sell their product to their audience, but it’s also important to them for self-validation reasons.
Imagine you’d spent 3 years of your life making Post-It notes slightly more sticky. You’d want to feel that was worth it wouldn’t you … so when an agency comes back with an idea that doesn’t focus on the importance of ‘stickiness’, you’d feel all your hard work was wasted. So you’d push back.
And back.
And back again.
And even though it leads to fucking awful advertising, you’d be happy because for you, this isn’t about selling the product, it’s about you feeling less shit that a proportion of your life was spent on making a piece of paper slightly more sticky.
I experienced this quite recently – when I was in China.
For weeks we had issues with a client on a particular idea before we discovered he was the person behind the design of a small element of the brand and he felt we were ignoring it … which translated to him feeling we were ignoring him.
Ego can be a great thing.
It can give you the impetus to push you forward. Try new things. Explore new standards.
It can also fuck you up.
Make you lose sight of the bigger picture. Or any picture for that matter.
Which is probably what happened to the guys who had to do the packaging for the brown packing tape.
And why I love the absolutely correct comment from Mike Jennings [courtesy of John Dodds]
If that wasn’t enough, here’s something else to blow your mind.
I am on holiday on Monday for 2 days.
A work holiday and a national holiday.
Bet you thought my days of free holiday blagging were over, didn’t you.
Well you thought wrong, because it is July 4th … a day I will soon grow to love.
And with that, I’ll see you Wednesday y’all.