Over the years we’ve had the great pleasure to work with some incredible clients who have offered wonderful insight into their brands, messages and stories that have been brought to life through our productions. Others have been, well…special.
Agency work can be incredibly difficult and taxing at times. But in the end, we always try to remember that first and foremost we are cultivating a relationship with clients, even if that connection never extends beyond the project. Within the creative community, it is sometimes easy to believe that we have a monopoly on creativity and idea generation, and that all the other pencil pushers out there don’t know diddly squat about the rule of thirds or color saturation. But while that may be true, they do know a thing or two about their companies. And that means that WE have to be the ones to listen and be open to the process of co-creation.
The ultimate goal for any project is to translate a client’s values, story and goals into a visual narrative that appeals to their audiences and garner the attention it deserves. The original marketer Aristotle once instructed anyone addressing an audience to “remember that what is obvious to an expert may not be obvious to a beginner. Know your audience, what it needs to be told (or shown) and what it already knows.” This wisdom is no less important for the creation process. Who better knows their audiences than our clients? While we may have the tools, software proficiency and design knowledge to do what we do best, no one knows a company’s content like our clients do.
This is why we rely so heavily on asking as many questions as we can think of whenever we meet with clients. Their answers are so imperative to the co-creation process when coming up with a strategy and outline for production. It is through the process of inquiry with our clients that we have had the opportunity to see new ideas and concepts surface that we assumed to be exhausted prior to meeting. But, as worldwide creative agency DDB officer Matt Eastwood postulates, “Co-creation is how we truly get to learn what is on our client’s mind,” an end that we will always hold to the highest regard.