The Client Special – Episode 1: How to approve a great idea.

It must be tough being a client because if you’re with a cool agency, you’re likely to be bombarded with great ideas. i’m talking snowstorm here - ‘great ideas to the left of me, brilliant ideas to the right, here i am, stuck in the middle with you.’

“if i were a client /even just 4 a day / i’d roll out of bed in the morning / and put on what i wanted and go” – Beyonce “Just-Another-Art-Director-Who-Wishes-She-Was-A-Popstar” Knowles


so after lots of thought, i have been collecting methods to make approval of ideas easier for clients. most of these methods have been tried and tested, although some of them are based purely on assumption and some are complete bullshit that I have fabricated to help me ‘deal with reality’. I will  be releasing “The Client Special – How To Approve A Great Idea’ on a weekly basis, almost like a ‘Magazine Show Blog Post’ aimed at creatives who aspire to eventually cross into Mordor and ultimately end up as brand managers.

It’s also for clients who need guidance when it comes to choosing from a whole lot of great ideas, with maybe some crap ideas mixed in there.

Pls note I cannot be held responsible for any bad advertising, tho will gladly take credit when you win at OneGoldShowPencilEagleLoerie Awards.

******************************GET READY YO**********************************************

Ad Approval Method #1: What does your cat think?


We all know that asking your kid / husband / wife / gran what they think of a campaign idea is a no-no, because of the dreaded ‘Sample of 1′ rule. But asking your cat is totally different. Cats are more intuitive. They are very picky, unlike your husband. The best way to ask your cat’s advice is to lay all the printouts from the agency all over the floor, and leave the room for a bit. Come back in 15 minutes and see which one the cat has decided to sleep on. That’s the idea that’s going to turn your business around.

(One of those solutions that seems so obvious in retrospect, right?)


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