bringing everyone to the table

There is a conversation I’ve had more than a  few times in the last couple of years, when in a conversation that includes folks from both; brands (clients), and other agencies (digital or traditional).  The discussion revolves around the lack of coordination and even, dare I say, finger pointing, that happens during idea generation and strategy sessions when coming up with the latest campaign for a client. Who to bring to the table (meeting) and when.

At one conference series I attend regularly, there is mostly a ‘media’ department contingent in attendance from the Agency side (along with some Account folks, even some Strategy, but very little from the Creative dept).  The media folks almost always talk about being left out of early planning, and the adverse effect that has on the overall campaign, as either:

1. limitations aren’t pointed out early that causes missteps in strategy.. or
2. really great ideas that the Media team brings to bear later in the process just can’t be implemented because the campaign development is already too far down the production path (or the client already signed off on the original, single department created idea).

Of course, I also hear from both Creative , Production and Account teams that media is killing the ability to turn out great work, because media places too many limitations on their creativity (file sizes, IAB standards, need for analytics/data, etc) and that the message/visual appeal is being completely lost by these limitations.

I believe that controversy and argument are truly the mother of invention.  Without these dissensions, we wouldn’t be pushed to ensure our ideas are really as good as we’ve convinced ourselves, and whether we are really doing the best execution for the client, or if we just want our way.  One of the tenets that I believe the Partners of a-p studios brings, is that we have all seen this happen, and truly believe that if there are too many people agreeing with us too soon – we don’t have the right people around us, and we aren’t coming up with the best idea for our client.

It’s easy to say yes to your boss (your client, your manager, your wife/husband/mom/dad..); what is difficult (for some/most) is to really think about what is being said, and to form your own opinion, and then and then to express it in an intelligent way that contributes to the overall thought process.  This is where really great thought comes from.  No matter how ‘great’ the founder of the company/idea is – he/she isn’t always right, and we all need feedback and criticism on a regular basis to keep the ideas fresh, this is what is going to take all sides of a truly great client campaign to the next level.  The best brainstorming sessions I’ve been in almost always emerge with a final idea that is completely different than the one we thought we were about to agree on after the first hour.

When we  are brainstorming our ideas, every department is involved, and as many as is practical from the client as well.  No matter how much research we do, the client knows themselves better than we do, although we may provide a new outlook to challenge them on.  This kind of open thinking and challenge once again, even from the client, or media dept, or an intern web developer, can launch the greatest campaign we’ll put together this year, because no one is below the ‘great idea’.

So, I guess I should apologize if you are invited to a meeting, or you ask us to come in and talk about a new product launch, and we show up with 10 folks, but we want to make sure that everyone is represented, and that you get the most challenging idea session you’ve ever been part of.  We may even occasionally hurt someones feelings, but it’s not because we think it was a bad idea, but it’s because we want to test every idea to make sure it’s the best idea we can, no matter who comes up with it.

To create a truly integrated campaign, it only makes sense that our thinking has to be both challenging and comprehensive, and how can you have that without everyone present?  I truly love the business we are all in, and there isn’t anything in the world I’d rather be doing.

thanks Adam! (@adamkmiec) for the inspiration today!

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