Us vs. Them. A mock dialogue.

Where do you, where does your agency sit?

That’s not what the client asked for. We know more than the client about the consumer. (That’s why we’re agents, not vendors.) It’s more important to meet the needs of the consumer than meeting what are sometimes the internal political demands of the client.

It’s due ASAP. Is it really? Or is it due because you’ve scheduled a client meeting prematurely? When will the work run? Can we have an interim meeting to show them what we’re thinking without spilling the beans?

They want last year’s work re-skinned. I suppose that’s ok, since nothing in the world, or nothing their competition is doing has changed since last year.

You didn’t hit every point on the brief. The brief was a client agenda—a negotiation, not a communication. This is too much information for our audience to take in.

We have to show it to low-level clients first. We show work to people who can both approve and disapprove. Not to people who only disapprove or people who try to improve.

Use stock photography. So we will stand out in the same way everyone else does. Do you go to a restaurant and ask for canned and frozen ingredients?

It’s only online content. You have one brand. Not an online brand and an offline brand. The same principles and integrity you demand from your traditional agency must be applied to content. Is the work on brand? Does it impart useful information? Is it brilliantly executed? Is it interesting, watchable?