The constrained circumstances in which we find ourselves call for heightened levels of emotional intelligence and mindful behaviour between clients and agencies. Now that so many of us are restricted to working online, the human touch is more important than ever.

Businesses are under enormous pressure to cut costs and manage cashflow. Just-in-time delivery of every service, including advertising, marketing and communication, is the order of the day. As businesses try to stay afloat and regain lost ground, they are looking for gaps and responding to opportunities and require agile marketing and communication resources to help them promote their products and services.

Whilst technology enables us to deliver against tight deadlines, acting and reacting in haste can have us repenting at leisure. I speak from experience as I am one who loves to be first out the starting blocks and quick on the draw with a reply. Sometimes, I have to sit on my hands to avoid pressing send.

The current situation where everyone wants to save money and act fast, calls on us to collaborate to find cost-effective, creative solutions and to put ourselves in each other’s shoes.  While we aim to get it right first time, it is a creative process.

We can save money, frustration and relationships by paying careful attention to the brief, asking the right questions to ensure objectives, requirements and expectations are fully understood at the outset, and providing constructive feedback at each stage of the creative process.

On the agency’s side – although you may be under pressure to meet tight deadlines – take the time to discuss concepts and review the work carefully against the brief, as putting only the best option forward, will save on reverts.

Our clients are answerable to others and our response to a brief may raise questions if we are unable to back it up with good reason. On the other hand, our clients look to us as trusted professionals.

The point of reference for both ourselves and our clients providing feedback is the brief. Some useful guidelines are:

  • Check that the proposal presented meets the deliverables outlined in the brief.
  • What content was supplied. Was something missing?  If so, how can this be resolved?
  • Avoid multiple reverts by collating feedback from the team involved.
  • Start with the positives. What works and can be retained.
  • What can be adjusted.
  • Don’t be afraid to disagree. Be direct with your feedback, focusing on specific aspects, without getting personal.
  • Be sincere, respectful and respond timeously.

Being collaborators in the creative process in this way, we can quickly turn things around – saving time and money helping clients get back up and running full steam.

Janet Wilson
Managing Director
Logico Creative Solutions