What does it take for your organization to get to great creative work? In my experience, the best work happens when senior leadership is actively involved. Creative development is an iterative process and it helps tremendously when the founder or executive sponsors create the space throughout the process to engage directly in the dialogue as decisions are being made. It works less well when the relationship is overly transactional. Brands are dynamic, they represent slightly different equities and associations to each of us. It’s healthy to create enough space to thoroughly interrogate that and make sure all client and agency teammates establish mutual understanding along the development process.
I also like to use the expression, “stand in the fire”. It can be an uncomfortable process sometimes. There will be disagreements. There are almost always risks, or perceived risks. If the agency doesn’t have the confidence to recommend what they think is right. Or if the brand team isn’t willing to consider an outside perspective, then the project often suffers in some way. Both sides have to be humble and mature. But most of all, I believe everyone has to get comfortable with the idea of being uncomfortable at certain stages.
The art of brand building is not the art of being a provocateur. We’re not here simply to stir the pot, but we are trying to gain excess share of voice. We want to stand out, to punch above our weight and that often means doing the opposite of what the audience expects. That can also mean recommending the opposite of what your Chief Executive or Chief Finance Officer expects.
There’s a reason that bouncing QR code got so much attention for Coinbase. There wasn’t another brand in the history of advertising who created such a low-fidelity, no frills approach to such a highly visible media moment. Human nature for marketers has been to fill it with celebrities, to make over the top jokes, spend a fortune on computer generated explosions. We did exactly the opposite and were richly rewarded with billions of free media impressions after the game.