I’m often surprised at the reasons for which some pitches (initially) get rejected. It’s not often that the artists end up going to client meetings, but we’ll get the reports when our AEs come back. While I am happy to report to you that the feedback is typically positive, there’s usually some give and take before the final campaign is nailed down.
Critiques can range the gamut, but we do hear things like design #1 didn’t work because it had a lot of blue in it and the lead on the client side hates blue, or that #2 was rejected because the guy in the photo we selected just wasn’t right for some reason or another, or perhaps that #3 failed because the client isn’t a fan of sans serif fonts.
It’s our job to keep the client focused on the fact that not much is set in stone in terms of the look. We’re not called the “Creative Department” for nothing. Variations in color needed? Want to change the emotional feel, or even the head on the guy in the back of the shot? Just ask! You’d be surprised at what can be done.
I have found that the best types of suggestions are open ones that allow the designers and copywriters to come up with a cohesive feel for the piece. We’re trained professionals here (stand back!) so I encourage clients to resist the urge to micromanage the piece.
One aspect of an idea that should never be chopped up and changed is the concept. If you don’t like it, let it go! Trying to change too much will result in a direction that doesn’t make any sense. For example, we could present (but we wouldn’t) a picture of a dog chewing a bone and the headline might reference the “dog days of summer”. Those designs could get passed around an office and by the time they get back to us, we’re told to 1) keep the headline, but change the dog to a roller coaster, or 2) keep the dog, but change the headline to “make waves!”. These examples may seem silly to you, but keep them in mind. They’re not far off! – j
Being that most “creatives” are right brained (look at the pictures more than the words) and the clients making the final decision are in positions of power and are usually left-brained, a savvy Account Rep can be the key to putting an idea over.
An adroit AE who truly understands the creative intent of a campaign but also understands the concerns of the client can many times sell the idea. It is scenarios like this that end up “green-lighting” the most memorable ad campaigns and brands.