We need to serve our clients ideas that could get us, or them, fired
Agencies know, in theory, that they should push the envelope to deliver unexpected, brave work, even if it’s difficult. But risqué work doesn’t have to be risky, says Colenso BBDO’s Dave Brady. The balance lies somewhere between ‘Why hasn’t someone done that already?’ and ‘Are we legally allowed to do that?’
A client recently dared us: “Bring me an idea which will get us fired”. It raised a few eyebrows. And rolled up a few sleeves. It was a great challenge, but it also provoked questions about why so much of what our industry produces is homogenised blancmange (a dessert that fits a mould and is served cold).
There are a few obvious culprits: Formula, apathy, presumption, comfort, conformity, legal departments, research, textbooks and fear. Especially fear.
So, to serve up campaigns that aren’t as boring as 80s desserts, do we just apply the opposite? Clearly, it’s not that simple.
“Solid strategic thinking and data are powerful tools to eliminate risk. But they’re not enough to make great work. There’s still the getting noticed bit.”
Gold.
But it still comes down to the client and what they want/expect… you are fortunate to have a client that asks for out there ideas — most clients I have met and worked for do not want to rock any boats. (Mostly out of fear for their own jobs.) Some will outright say ‘don’t be risky’. Others will pay lip service to different creative but never implement.
So the tightrope ends up being one of what is ‘same same but different and on brand’ (with a precedent) versus ‘a strategically insightful idea that will move product off shelf/achieve stated results’…
And out of all that, sooooooo much time is spent (wasted?) on educating the client as to what is worthy; persuading them rather than their prospects; manipulating their expectations not managing.
I’d say a client truly prepared to fail by chancing a risky idea is a rarity. One ECD I worked for used to say to clients that they could ‘play it safe and take a risk, or take a risk and play it safe’ – but that generally went down down like a turd in a punch bowl.
So I’d like to hear examples from the coal-face that proves me wrong. Can anyone provide current real world examples and not just some old war stories here??
Risk = Creativity, Change, Breakthrough, Growth, Learning, Entertainment, Energy, Excitement, and ultimately Reward
Data = Status Quo