±±¾©Èü³µpk10

Let’s get something straight: visionary planners, inspired

creatives and the sharpest of suits don’t guarantee creative success. Of

course these are all necessary ingredients, but the factor that really

determines whether a good creative idea lives or dies is the client.

Many might react to this suggestion by thinking: ’So now the client is

not only responsible for the operations of the brand, but also has

creative responsibility as well. Great.’

Hear me out; this is not just another design consultant or agency

whingeing about blinkered and cautious management, lost opportunities or

over-zealous use of research.

We have traditionally been quick to chide and criticise, so I want to

concentrate on the more positive element of creative partnership. This

is a call to celebrate clients who embrace creativity.

Regardless of the best intentions, it is impossible to champion a brand

without the complicity of the client. The belief that ’the output is

only as good as the client will allow’ rings true.

Modern markets demand that creative thinking and breadth of vision come

from all parties. It is not a skill limited to external expertise.

Where praise is due

As brand guardian, the brand or marketing manager is an essential and

integral part of the creative process.

Yet when a campaign or design execution proves successful, the

consultancy or agency concerned tends to reap all the kudos while

failing to extend the ’glory net’ to include the client. As a result,

those who had the nerve to back an original idea often end up getting

little of the credit that they deserve.

There is shared responsibility for creative greatness; commissioned

consultancies do have to deliver the goods, but the client also has to

stand up and be counted. Too many times great ideas are castrated as

nerves fail half-way through a project.

While it is up to clients to have the commitment and tenacity to fight

for an intelligent and exciting idea, at the same time it is also up to

the consultant to support and inspire clients when the going gets

tough.

Clients and consultants alike see the benefits of making a creative

leap, but many do not follow it through.

Sometimes there is a very good commercial reason for this and sometimes

it is a career safety step. Doing something new is invariably

uncomfortable, and things rarely seem legitimate at first if they

haven’t been seen before.

But taking the leap can also be exhilarating and highly lucrative.

Clients are often criticised for making decisions for the future based

on what they know from the past.

Clients who make a conscious effort to scale creative peaks should be

patted on the back - from the high-profile new British Airways identity

(which, despite all the criticism it has attracted, goes to show that

corporate identity does not have to mean dull uniformity any more) to

the recent Super Noodles campaign (presented as nosh, not proper food).

We should be doing more to champion them to inspire others to follow

this path.

Reap the benefits

Schemes such as the DBA Design Effectiveness Awards are working to

increase client recognition, and we all stand to benefit from stronger,

braver relationships created by this confidence.

More clients need to begin demanding and implementing creative greatness

and it is then up to consultants to live up to their ambition and

deliver their expectations.