(Excerpt from Stanley’s book: The Client’s Bible)
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Do not rewrite copy or redesign layouts. Do not prescribe solutions. Identify problems or errors and let the agency come back to you with solutions. Do not diagnose your own disease and prescribe a cure. Tell the doctor where it hurts and get a professional recommendation for an appropriate remedy. This approach will not only produce better advertising, it will produce a healthier and more successful relationship with your agency.
How to proceed
Start every discussion explaining what you LIKE about the work. Don’t start off looking for problems.
Now provide the creative team with an objective analysis based on the marketing objectives. Is it on target? Does it communicate the appropriate marketing messages? If so, do not be quick to reject the creative executions just because they are not what you expected. They may be better than you expected. Be open to new ways of communicating—what you have done before or what your competitors are doing may not be the best thing you can do.
If the creative work does NOT communicate the appropriate marketing messages, talk about the marketing situation, the competition, the purpose of the marketing vehicle, the specific strategic objectives of the piece, the competitive advantages of the product or service, the needs and perceptions of the audience, and other relevant issues. Then give the agency enough time to revise the work intelligently—usually one or two weeks.
When they present the revised work, start the discussion by reviewing the previous version and revisiting your comments and concerns. That will establish the target the new work is supposed to be shooting for. Again, describe what’s right with it and then carefully evaluate how well it achieves the marketing objectives. If it’s on target but still makes you a little uncomfortable, that may be a signal that it’s strong enough to be wildly effective in the marketplace.
If the work is still off-target or somehow inappropriate, repeat the discussion of the marketing situation, the competition, the purpose of the marketing vehicle, the specific strategic objectives of the piece, the competitive advantages of the product or service, the needs and perceptions of the audience, and other relevant issues. Give the agency another week or so to revise the work. If it’s still off-target or unacceptable a second time, it may be a signal that it’s time to look for another agency.