Dr. Bogusky, Or: How I Learned to Stop Worrying and Love the Client

April 30, 2009

Bribed to Sioux Falls by the promise of a Jackalope, Alex Bogusky—partner at CP+B, as if you didn’t know—enlightened our advertising community during today’s South Dakota Advertising Federation luncheon.

And his insights no doubt raised a few eyebrows and ruffled a few midwestern feathers.

In complete command of the limelight, Alex proved his ability to always do things differently—and effectively. He took control of VVI’s Toby Kane’s interview, cracked jokes about the diminutive projectors and marveled over how the AV guy always seems to get it wrong, no matter how much he’s rehearsed.

But his presence was felt even more with his message. With ideas on the power of account executives over creatives, delusional positivity, and the ease of social change, Bogusky examined the client relationship, remarking that there’s no wonder clients don’t trust our ideas when we always seem to discount theirs.

If we present work that will only garner us awards and solves none of their business problems, it’s only natural that our clients will pick the crappiest version of what we present, seemingly saying, “Up yours, XYZ Agency. You didn’t even solve my problem.”

When we don’t embrace changes (or, at least, position them as opportunities to push the creative further) we are only punishing ourselves. As Alex said, “Clients can’t be punished. You think you’re punishing them by giving them the crap work, but you’re not. You’re only punishing yourself, your work, and your agency.”

So what do we do?

It’s a simple answer, but a difficult process. That’s where delusional positivity comes in; because it’s hard, we have to keep each other up as much as possible—especially when it’s hardest. We need to reevaluate the way we approach our clients. Listen to their requests. Get jazzed about their perspective.

Start loving the process, not the end result.

In doing so, we can work together with more heart. As partners. It was never meant to be agency and creative versus client. Instead, it should be agency and creative plus client, each party embracing the inevitable changes with gusto.

Huh. AC+C. That structure looks familiar.

By Erik

Filed Under Advertising, Marketing, Criticism, The Process

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