Ad Insider - Feb08

I sometimes get asked - how on earth did you get the client to buy work as brave as that?

Simple, communication is the key. The more you communicate, the more you trust each other and your client will be more willing to take a chance on your weird and disturbing ideas.

So go to the meeting. If not, get on the phone. I'll sometimes call a client to discuss and idea before presenting it. It can save both of you days. Nothing is ever good if done at the last minute so any time saved can only make the work better.

Always prepare for a meeting - even for a phone call. If I'm trying to make a point or address a specific issue, I'll think through it in detail and write down a list of points to say. People appreciate it when you're clear and concise. Your clients are there to see the work, not to hear about how hard you've been working.

When you do talk about the work, make it detailed. How it relates to the client's competition. Why you executed it the way you did. Be open and honest. If there are any serious issues, address them head on. The last thing you want is to be on set in Africa with a two-ton hairy elephant hanging from a crane and the client says, "I thought you were joking about the flying mammoth." Also, don't promise it next day when truthfully it will take a week. This really annoys people.

Something else which annoys people is being precious. Nobody likes a prima-donna. Often a client will refrain from telling you what he really thinks of your work if he expects sulking or tantrums. He'll wait until you've gone back to the office and then phone up the account guy. If he doesn't feel that he can talk to you, where's the trust?

So don't stamp your feet. Discussion and debate are okay but arguing involves emotion. No one wins an argument. Someone may back down but they'll resent it - then what have you won? There's a myth that Bill Bernbach always carried a note in his pocket with the words "They may be right" written it to remind him of that possibility.

However, avoid compromising the idea. Sure you can change the font and make the logo just a little bit bigger. Just make sure the idea gets out there intact. Compromised work appeals to no one. It just produces bland advertising which is uninteresting to the consumer. If you and your client can't reach an agreement, do another ad. There's a reason why the phrase, "This work feel compromised" is not a compliment.

Finally remember that buying good and challenging creative work is hard. Cut them some slack and give them objective reasons to support what, at the end of the day, is a very subjective decision.

So that's how to get the best work bought by clients. No trickery, just good old honest communication. Of course the other way is blackmail. This involves a camera, some alcohol and a compromising situation. But that's another story.

Richard Johnson

Executive Creative Director

M&C Saatchi