In a previous post on 3 ways to get better work from your advertising agency I briefly touched on how to provide better creative feedback.
But not having sat on the other side of the table myself, I thought I would canvass my creative friends to find out the top 5 things every creative hates to hear.
As usual for creative types they wanted to remain anonymous and were very candid in their responses.
Below are the top 5 they came up with. Feel free to contribute any others they have forgotten.
You want better work from you agency? Then simply avoid saying:
1. “I asked my wife and she likes this one…”
Dear CEO. I’m sure your wife is lovely.
She just might not be the best person to decide on the direction for your brand.
2. “I really like it but…I just want to see another 3 options.”
Umm, so you like it or you don’t?
3. “You know that budget that was $500,000. Now it’s only $50,000.”
You know that idea that was really good?
Well now it’s crap.
4. “Can we just do it in CGI?”.
No. You can’t.
Because people can tell.
5. “Make the logo bigger.”
After years of this it doesn’t even bother us anymore.
Make it any size you want.
How about you just have a billboard with your logo on it and no creative at all?
For more insights into the minds of creatives
Check out Tom Fishbourne’s Brand Camp cartoons.
Here is one of my favorites.
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