Or why companies and agencies alike feel that business people across the land change personality when they are at the office and don't want to be amused or communicated with on a personal level, only for their sense of humour and appreciation of creativity to be miraculously restored when they leave at 5.30?
Of course it doesn't say that because, quite simply, it isn't true. However, there are some agencies (we all know the ones, those that go all gooey and weak at the knees when asked to extol the virtues of their consumer creativity) that falter when the spotlight is turned to business communications.
Over the last few years the business-to-business sector of the industry has learnt some important lessons from its consumer counterpart. Companies have developed more sophisticated techniques in targeting and segmenting their audiences through significant developments within data management. But the simplest lesson that the creative agencies have needed to embrace is still being overlooked.
When businesses are communicating with consumers they have understood from the year dot that speaking to a person on a level they understand, and in a way that reflects their personality, will increase sales tenfold. This approach has enabled agencies to develop some excellent creative masterpieces that have truly reached the audience they were intended to attract.
In business-to-business though, agencies have felt that there is a need to convey messages in a stuffy, business-like approach and not look to amuse or touch the emotions of the recipient. This could be because the crazy and wild environment of a creative studio just isn't conducive to formal business messages; or maybe it's just a knee-jerk reaction by creatives who don't really understand the business proposition and therefore turn every piece of direct mail into pictures of boardrooms and power suits.
Agencies seem to think that because they are targeting CEOs and board-level decision makers, clients want to see suits, mobile phones and computer screens. But is this compelling and does it touch the recipient on a personal level? If companies took time to understand more of their customers' personal attributes they would be able to communicate with them creatively in a far more engaging and appropriate manner.
Thankfully, there is some light. There are some agencies and clients who will always push the boundaries when bringing brands to life, regardless of whether it is B2B or B2C. For example, Intel, use music as a way of reinforcing their brand -- "ding, ding, ding, ding!" -- and American Express's businessman stripping off his suit and leaping naked into the river is just inspired. There are a few others but nothing that would yet compete with the creativity of B2C. Agencies should start looking at messages that are far more compelling than suits and demonstrate, creatively, empathy with the executive's stress or hone in on their personalities.
The understanding that personalities are an important factor when targeting customers is currently being explored and discussed by the data planners. Developments have seen databases link business information to lifestyle data for this very reason. I am therefore astounded that this has not become more of an issue with the creatives. Is it not the role of an agency to ask these questions and push the boundaries imposed by creative briefs? Agencies need to start thinking laterally and become braver -- then we might just see more smiles and laughter in corporate boardrooms and dare I say it, better return on investment.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .