One of the toughest things about being an incumbent agency on any pitch is the ability to second-guess the client.
They say a little knowledge is a dangerous thing, whereas a lot of knowledge can be downright stifling.
There’s always value in being an agency of record.
The real value comes from understanding the clients goals and objectives.
Not from being able to pre-empt the potential pitfalls of the idea.
You may know the colours they dislike, the places they’ve been and the things they’ve tried.
But if you focus too much on the detail, you’ll only end up getting in your own way.
Don’t constrain your thinking with the lessons you’ve learned.
The other agencies are busy making it up as they go along, and they’ll be the ones who wow your client with some truly surprising thinking.
Energy and enthusiasm will win the day.
So try to stop yourself from saying “You know what, they’re not gonna like that.”
Because they just might.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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