2ND...3RD...4TH...Guessing...

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.

What Do You Think? No Really What Do You Think?

I’ve talked before about the fact that we live in a 100mph world.
We’re all feeling the pressure to get things moving.
But it’s important that we remember to stop and think.
When we’re busy racing from meeting to meeting, we need to be sure that we’re thinking about resources, time utilisation and smarter working.
This is the best time to start figuring out how to do things better, and reappraise the role you play.
Whether it’s taking a client brief or developing the creative, it’s important to engage your brain.
Make sure that you fully understand the problem before you start figuring out the solution.
Don’t respond to the challenge.
Think about what the challenge is asking of you.