A Few Madmen, Suits, and Campaigns
Every relationship evolves, including the one between the agency and the client. Unfortunately, unlike some relationships that bloom, this one is deteriorating. Before analysing it further, let us define the standard roles. The client knows the product best, possesses valuable insights, understands the customer, and holds essential data points. Conversely, the agency excels at weaving data and customer insights together, leveraging the product’s USP into a compelling narrative.
These clear and structured roles have historically spawned many great campaigns. But now they are muddled, and there are numerous reasons for this. First, today, the client has everything except a well-articulated ‘Brief.’ To my dismay, some even take offence if asked for a brief. ‘You have the brochure. What else do you need?’ is the typical and inadequate response. Dear Client, a brochure is not a brief, and your logo is not your brand.
Lacking customer insight, the client meetings no longer serve as fertile ground for innovative ideas or brainstorming. Instead, they focus on ‘increasing the font size and changing colour.’
This stems from today’s client switching from the ‘Suit’ to the ‘Bermuda’ role. Drifting far away from data, now on his laptop, they have a folder of Pinterest instead of complex datasheets, which they want the agency to crunch in one Instagram post.
Every brand manager has assumed the role of an art director, and every marketing manager is an aspiring copywriter. No wonder some of these clients even dare to dictate layouts. Imagine a C-grade MBA/BBA graduate dictating a layout to a 4-year visual design graduate from NIFT or a top-notch design college.
The agency is in no better position. Unable to negotiate for a ‘full stack, dedicated team’ contract with shared resources and bandwidth, they are nowhere close to delighting the client.’ The servicing team is busy fighting and living another day, managing the day between emails, calls and meetings. In contrast, the creative team is perennially cracking the so-called million-dollar idea around frivolous topical ads: men’s Day, women’s Day, Coffee Day, and a zillion-odd obscure birthdays and regional festivals. How and why should a trading portal brand post on Coffee Day?
Having a millennial team does not help their case either. To cater to the Insta world, hiring young people becomes imperative. Despite their top college cred, most of these ‘know it all’ young guns have a lot of catching up to do. With a sense of grandiose and well-etched notions about work-life balance, their typical day is staggered over WhatsApp, ordering food from Zomato, swiping between Tinder, Bumble, and Snapchat, and trying to get hooked up for the evening.
The lack of reading on both sides is a significant concern, as is the lack of training.
None of the brands, except the top ones, invest in training its marketing and brand teams, sending them to workshops and seminars, or enrolling them in short-term courses.
The solution is to stick to their assigned roles, go the extra mile, and have mutual respect.
