Time is of the essence these days. But there has to be adequate time dedicated to the complexity of the task. A promotional radio spot can be conceptualised and made in a day. But an idea that will persuade consumers to eat twice as much chicken each week will take longer.

Last week we considered the barriers which impact on the ideation process. All too often a lack of consensus between marketer and Ad Agency at briefing stage leads to a disappointing outcome. And we defined that outcome as the acceptance of ideas that are below par.

In the quest for advertising ideas that are considerably better than competitor campaigns, Marketer and Ad Agency bear equal responsibility for the outcome. Last week we looked at better briefing behaviours for Clients. This week we focus on Ad Agencies managing Client expectations better. And what we say applies equally to other creative businesses; from PR Agencies to Broadcast Production companies.

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