Creative Director A friend told me over lunch the other day that he has taken a new budget by another CD in the agency.
he was of said customer greeted with the words: "Come only over when it's about medals or can we with you sometimes talk about our day's work?".
This event characterizes the dilemma in which the agency handlebars are today.
It is a lyre, which is abgenudelt especially in this very blog, but for the uninitiated is the understanding of love in brief, that awards are for many agencies is a central image instrument.
First, to the press, which constantly focuses Rankings and Awards to be as creative agency in the conversation (I will not complain, we ourselves have benefited this year especially it).
At other but also to get better employees. Good creative (but also quite good consultants) prefer to go to an agency that is for "horny creation known.
Now we all know that this "horny work" consists of 70% of artificial creation.
work created especially for competitions. In any combination whatsoever (briefings on real or self-initiated briefings and customer contacts).
I like to call the latter "gay-sauna-creation" (because it was a golden time for all Medicare an indication of a gay sauna).
Clearly, awards are a high-revving engine for a Agency such as ours, because they motivate employees. Especially in the creation. Thus, these employees bring
much energy on ideas for their gold. A lot of energy means a lot of time. As a result, the Awards of particularly infatuated creative baking their daily operations too pragmatic. In the worst case (see above) they were not interested in it.
more infatuation with an agency prevails, the greater the risk of piston seizure.
That with which an agency makes its money (and, incidentally, the golden boys), carelessly is being processed. Particularly fatal, because I am convinced that many briefings with more commitment and perseverance also would allow for better ideas.
But perseverance is called time. And of course, professional gold hunters prefer to spend their precious minutes with creative projects that show you more and easier opportunities Award.
As an agency head can only make certain that the balance is in the teams. And the finding that of the creation engine is suffering from overheating, do not be left to the customer.
The art of an agency still produce briefings on real ideas that make the customer the desired effect. And if it is ideal to win these ideas nor prices.
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