Comments on: Think Your Ad Agency is Acting High and Mighty?

By: Vivienne Quek

Vivienne Quek — Thu, 06 Mar 2008 01:33:51 +0000

Hi Walter
Good point - getting the client involved from the onset o the process.

By: Walter Lim

Walter Lim — Wed, 05 Mar 2008 23:45:48 +0000

Interesting observation and one which may perhaps deserve a rejoinder from me as a sometimes “embittered” client. ;)

Agree with you that clients need to know when to hold and when to let go. Its a question of how agencies should manage them and let them down gently without bruising their egos.

Generally speaking, copywriting in Singapore isn’t quite honed as an art and a science. People just don’t appreciate good copy (anymore than they appreciate good design, but that’s another issue altogether). As a population, we tend to be very bottom-line driven, cut-to-the-chase and direct in our dealings with each other. This is unfortunately reflected in the bulk of our advertising.

Accountability is another issue because often the marketing staff in client organisations are held responsible for poor advertising performances by their bosses. This makes them extra “hands on” even when the occasion calls for a little creativity and a little loosening of the reigns of control.

Well, perhaps one way to overcome this issue of client imperialism is to win over their confidence and trust from the onset. Show that you do know your Ps and Qs, and that you are adept at wordsmithing on the fly.

Another trick which I find useful is to involve your clients from the onset of the process so that he or she has a sense of ownership. Hopefully, that can improve the level of trust and empowerment that a client provides to you.

By: Vivienne Quek

Vivienne Quek — Mon, 18 Feb 2008 04:21:09 +0000

Hi Walter
I can resonate with “it’s their business decision at the end once I’ve provided them with all the options”

xxx xxx

Hi Ken
You said some companies don’t see their brands as a “Life and Death” matter. In the first place, I wonder if they understand what’s a brand all about.

xxx xxx

Hi Jef
Well said. Couldn’t help laughing at your last statement,”If your soul has a price, at least make it worth the millions.”

xxx xxx

Hi Solomon

At the end of the day, we have to balance the bread & butter issue and our passion delicately.

By: Walter Schwabe

Walter Schwabe — Mon, 18 Feb 2008 03:12:39 +0000

I believe that in many cases both sides deserve each other. Agencies who agree to work with clients of this type deserve the flack, in my mind they didn’t properly qualify the client, they just took the project…

The client deserves some push back if they are not able to understand that they are there in part “to learn”, i kick all “control freak - know it alls” out the door to my competitors…

In my business I make a specific effort to identify those clients willing and in fact wanting to change and therefore are open to accepting advice and guidance. That said, even though I’m the expert in the room, it’s their business decision at the end once I’ve provided them with all the options.

By: Ken Chee

Ken Chee — Mon, 11 Feb 2008 16:52:23 +0000

When my Dad had colon cancer early last year and wanted to delay his operation after CNY, the Senior Consultant basically say a firm “NO” and throw my dad to the operating table. We did not question his “High and Mightly” attitude.

It is interesting that some client do not see their brand as a “Life and Death” matters. And when they do, they often questioned and give instruction to the professional that hold the operating knife.

I call them igorance and it is not a bliss. :)

By: Jef

Jef — Mon, 11 Feb 2008 10:53:57 +0000

Acting high and mighty on the part of client or agency requires a certain level of professional superiority that is earned over hard work and industry recognition. You politically correct types will argue that acting as such is uncalled for. For me it’s justified. If you’re a Tom Ford, Madonna, Philip Starc or Ridley Scott, by all means. But if, like the horrible examples that Vivienne gave us, yes those disgusting clients who don’t know their English from their left nostril can dare to correct a trained copywriter, then yes, they deserve all the high-and-mighties we should give them because it is quite clear that these nonsensical marketing skanks need to have their ego trimmed down a few kilometers. Now I know we need their dirrrty money but try as best as possible to listen to your heart and ditch these numb-nuts. Seriously folks. It’s far more demeaning than eating raw goat testicles on “Fear Factor” or wandering a few hours in your local red light district. If your soul has a price, at least make it worth the millions.

By: Solomon

Solomon — Mon, 11 Feb 2008 09:04:03 +0000

There are many tales and tales to narrate. I see many ads that were sheer waste of money and therefor an outright loss of great opportunities for the clients to establish themselves. The apathy is partly due to the client and partly due to the agency. It’s a tough call to lose the client, or dish out a substandard job.

One agency head says he can do well with a copy novice than a senior copy guy (for whom he should pay more). And he says, “most of the clients are young (folks handling the brands’ sales and advertising departments), so a young copywriter can do; he can understand the client well”.

If writing copy were that simple, why is there so few copy legends around?
Copy-writing is a science in itself and as well as a poetry.