So, I’m working on a project with this agency and they start hinting at this other gig. Seems they’ve been writing the copy for this consumer products line for seven years, and while the client is fine with the design work they’ve been doing, they’re just not thrilled with the copywriting. They wanted me to take a look at the latest round of copy and see if I had any ideas. But, before I did, they gave me the deal on the situation. Get this…
They can only use a pre-approved list of words – no deviating. The middle management layers of approval have their own biases AND their own need to justify their existences by making changes or otherwise showing their disapproval. And after those managers are done, they’ve culled down the three concepts that the firm gives them to ONE, which is the one they have the agency creatively execute and then present to the top boss. ONE concept.
And gee, big surprise, he often isn’t nuts about it. Give someone ONE idea to choose from, and that’s a whole lot of pressure to like it. Give someone three to choose from, and even if you know which one you want them to choose, by having a few others there as “filler,”? you make it easier for the client to like yours. Of course, clients are notorious for turning that particular piece of logic on its head and loving one of the filler concepts. But hey, if they’re happy and we get paid, life could be a lot worse.
It was clear to me right from the get-go that the issue wasn’t the copy – it was fine. It was the process that was the issue – a process structured in such a way to make it nearly impossible for the agency to succeed.
And heck, for all we know, this account is one of those that likes to keep their vendors in a constant state of anxiety about their worth to the company. Praise ‘em too much and they might just start asking for more money. Keep convincing them that “you’re just not quite hitting the mark, but I guess we’ll go ahead and use your lame copy anyway…”? But seven years into the process, they’re still working for them, so maybe they don’t suck that badly after all…
As many of you know, this craziness is more common in Corporate America than most people would ever imagine. Well, needless to say, I said, “Pass.”? NOT interested in working under those circumstances. Feels good to say no sometimes.
What sorts of client/project situations do you run from?