How to identify a good client servicing (suits).
In the advertising world, where the mighty creatives toil the night (or day) away and produce masterpieces every second, there is an important individual that handles the client. This individual, as small as he or she may be and lower than phlegm (my own point of view, no offense), does whatever he or she can to help sell the masterpieces and soothe the evil clients' whim. And while most of these individuals fail, there are some that succeed in accomplishing the task.
I'm here to help you to find and work with the good ones.
To begin with, a suit's most powerful arsenal is the capability to write a pretty darn good brief. Then, it is followed by the capability to understand what the client wants as well as able to suggest or argue what it is that would be best for the client. Last but not least, the suits must know that their role is to please the target, NOT the clients.
Allow me to elaborate these 3 points further:
1. A few good brief.
When a client wants to do a campaign, a poster or a radio ad on their product, the suits will be summoned to understand the brief, objective and etc. At the same time, the suits must be able to fully understand what would be best to go about when promoting a client's product. It's good to have a quick feet. Then when the suits are done, they need to issue or write a job rec in order to brief the creatives. And a good brief requires three things : simplicity, clarity and inspirational. If none exist, then it is not a good brief. A minimal requirement for a decent brief should at least be 1 out of the 3 requirement.
2. Do you get me?
If the suits don't know what the client wants, then probe further. A suit that keeps asking questions can be as good as a creative! Because asking questions show that the suit is digging for information in order to help the creatives as well as write a good brief.
3. It's all about the people.
As long as the suits know that the objective is to make people to act, buy or think about the product, then it is all good. Because a suit that has the ability to think about the person that is buying the product, the higher the chances the suit is able to help the creative to do meaningful, effective and amazing creative work!
That's all folks. Now, look for that suit in your agency.
If there's none, then tell them to read this article.
I'm here to help you to find and work with the good ones.
To begin with, a suit's most powerful arsenal is the capability to write a pretty darn good brief. Then, it is followed by the capability to understand what the client wants as well as able to suggest or argue what it is that would be best for the client. Last but not least, the suits must know that their role is to please the target, NOT the clients.
Allow me to elaborate these 3 points further:
1. A few good brief.
When a client wants to do a campaign, a poster or a radio ad on their product, the suits will be summoned to understand the brief, objective and etc. At the same time, the suits must be able to fully understand what would be best to go about when promoting a client's product. It's good to have a quick feet. Then when the suits are done, they need to issue or write a job rec in order to brief the creatives. And a good brief requires three things : simplicity, clarity and inspirational. If none exist, then it is not a good brief. A minimal requirement for a decent brief should at least be 1 out of the 3 requirement.
2. Do you get me?
If the suits don't know what the client wants, then probe further. A suit that keeps asking questions can be as good as a creative! Because asking questions show that the suit is digging for information in order to help the creatives as well as write a good brief.
3. It's all about the people.
As long as the suits know that the objective is to make people to act, buy or think about the product, then it is all good. Because a suit that has the ability to think about the person that is buying the product, the higher the chances the suit is able to help the creative to do meaningful, effective and amazing creative work!
That's all folks. Now, look for that suit in your agency.
If there's none, then tell them to read this article.
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