Why are client’s so difficult?
Those of us in the creative department have asked the question so many times it has become rote. Clients are difficult. Period. Especially when it comes to buying and approving work. We expect them to demand changes to the concepts, to the script, to the voiceover, to the scene, to the CTA, to the size of the logo and so on.
We have become uncomfortably numb. We expect our work to be criticized. So much so the creation process has “revisions and changes” baked right into it. Furthermore, we are told –indeed, I’ve said it myself- if we were in our client’s shoes we’d do the same thing. To use the ultimate cliché “it is what it is.”
But you know what? That’s bullshit. I am far from perfect but I am usually an accepting and grateful client. When I hire someone to do a creative job –be it a director or an architect or whomever- I never give him or her the kind of scrutiny that is typically given to me and/or my team. At home an interior designer shows me some designs I tell him which one I like, we discuss time and money, and I pay the man. This even when things are late and over budget, which they invariably are. Once in a while I have a question or an honest mistake has been made. We address it. Done. On to the next. Even though it’s my money I am seldom a dick.
Chances are you’re the same way.
So, why are advertising clients so difficult? Why all the concerns, tweaks and rejections? I think the answer is fear based. CMO’s and their get are terrified (sometimes understandably) of losing their jobs. Often their counterparts at the agency feel the same way. Every tree we plant better bear fruit. Or else! With all that pressure (much of it self-imposed) it makes me wonder how they (or we) even get up in the morning.
Yet the resulting behavior –hacking at the tree- absolutely guarantees the tree will be barren. Or its yield will be paltry. In the end death by a thousand cuts is no different than doing nothing at all. Either way, the very thing one fears happening… happens. The team is blown up. Another CMO is brought in and in turn another agency. The process begins all over again.
Creating campaigns is thrilling. Yet, their potential is and always will be unknown. Hence the thrill. No one can be sure how an audience will react to a thing until the thing is out there. What makes a client nervous might be what makes the thing truly great. We all know the story behind the world’s greatest advertisement, Apple’s “1984.” When it was screened to dealers everyone except its creators and Steve Jobs hated it. The agency, Chiat Day was asked to fire-sell the media, which happened to be two slots on the Super Bowl. One insertion was not sold. The spot ran. And the rest is history. Granted the follow-up commercial, “Lemmings” was an abject failure. Still, was Apple really hurt by it? No. Being reckless and cavalier has never hurt the brand. Frankly, Apple could stand to be more brave. Again.
So put it out there. Instead of ‘why are we so afraid?’ let’s ask ‘what’s the worst that could happen?’ If it doesn’t work as planned we try something else.
Were it that simple, right?
October 14, 2014
Apple’s founder, Steve Jobs died three year ago in October. And so I found myself re-reading passages from the best-selling biography, by Walter Isaacson. Among the book’s many surprises, none are as jolting (to me) as the endless examples depicting Steve Jobs as an egomaniacal tyrant. Since so much has already been said regarding these controversial passages, I won’t go into them here. Among other things, he publicly berated his staff, stole ideas, took credit inappropriately and was unpardonably cruel to his family.
This by no means diminishes Job’s enormous contribution to Apple and, indeed, the world. Case in point, I’m writing this on one of his inventions. I use his stuff every day, constantly. So do most of you. For all its recent bugaboos, Apple is still, basically, the most impressive brand in the world. And Steve Jobs had a shit ton to do with it.
Should that excuse him for having been an “assoholic” as one of his peers called him?
In a rare bit of self-awareness, Jobs admitted to being overly rough on his people but he remained unapologetic. He claimed the Mac would never have been created if not for his intolerance and meanness. Many people, including some he was ruthless to, concurred. In the end, according to Isaacson, they didn’t mind getting fucked over by a visionary.
Makes me think. In my personal life I’ve been frequently challenged in matters of social discourse. I’m uncomfortable making small talk and listening to it as well. I’ve been an ass. Perhaps my record at work isn’t quite as spotty but it’s hardly immaculate either. I can be… difficult.
I’m not a creative visionary like Steve Jobs was but, on the other hand, I am always trying to improve my behavior. What struck me about Steve Jobs is that he never bothered. When a brave insider called him on his bad behavior Jobs berated the man: “You don’t know what it’s like being me!”
Well, now we do.
Jobs’ claimed he was perpetually hard on Apple employees because otherwise the company would have softened, invariably inviting “B” players and eventually “C” players; which, of course, was unacceptable (to him).
Few of us are “special” like Steve Jobs but then we are not as cruel and unfair as he was either. Does that make us “B” players? Can an “A” player be a nice person?
Precious few creative geniuses grace Adland. Yet, I’m privileged to have known several of these men and women and can say, with a fair degree of certainty, that they were not assholes.
Author’s note: Upon first reading Jobs’ biography I wrote a draft of above story. The is my second look at the topic.
October 9, 2014
So Pornhub (a popular pornographic website) puts up a billboard in Times Square. It’s cute. Plays off of the obvious reason why people would traffic a site like Pornhub: to masturbate. For those unawares (all 3 of you), Pornhub curates and displays thousand of Porno videos, categorized every which way you can imagine. People go there, choose a video that suits their fancy, and well you can guess the rest. Oh, the horror.
Look, I’ve got nothing new to say about pornography. It’s been around since the beginning of mankind. Have you seen some of the content meticulously etched upon the interior walls of the Pyramids? Pharaoh so horny. We all are. And looking at pictures or video of people having sex is a very popular way of satiating one’s sex drive. Very popular. Every day, I’m guessing as many people go to Pornhub and myriad other such sites than visit CNN, Gawker or Gods of Advertising. Combined.
Porn was always popular. The Internet made it, if you’ll pardon the expression, explosively so. No more stealing and hiding dad’s old Hustler’s under the mattress. No more skulking into a peep show. No more fast forwarding the VCR. All one has to do was open his (or her) laptop.
I’m old enough to remember the advent and subsequent collapse of the VCR. For about 15 years, videocassettes ruled the world. And pornography entered what many connoisseurs refer to, as it’s golden age. Not counting the obligatory college outing to Behind The Green Door, the VCR is where I watched my first porno video. There was a shop on every corner. The only problem was you had to go behind a red curtain in order to procure your, ahem, film. Pornography still managed to be the number one seller in home video entertainment. I don’t have the numbers but I know from reading up that porn movies kept a lot of mom and pop video stores open for business. Not Star Wars. Not Back to the Future. But hardcore pornography. These video stars all but killed the porno mag.
And in turn the Internet killed the video store. Online pornography flourishes like blades of grass in the suburbs. Or should I say blades of grass flourish like online pornography in the suburbs?
What this essay is about, then, is not the fact that this mildly provocative billboard got put up but that it was soon taken down “for unknown reasons.” Why are we so afraid of our own sexuality? On the surface I get it. I’ve got three daughters. If my wife is taking them to Times Square I’m guessing she’d rather not explain what Pornhub is. Not that they would ask. Not with all those scantily clad Calvin Klein and Fredericks of Hollywood models staring down at them.
We have such a f-cking double standard in this country. Frontal nudity warrants an NC17 from the MPAA. Viciously depicting the killing of hundreds of people in a film and it will receive a ho-hum PG. The Pornhub billboard showed neither. It was a silly pun and a pair of hands. Below it was and likely still is a gaudy vodka ad. Booze has caused a lot more problems than pornography, let alone masturbating. Trust me.
Honestly, it’s more than a gross double standard; it’s hypocrisy. Made even more ironic given Times Square used to be the peep show capital of America. I’m guessing to a man that every person who had anything to do with taking down Pornhub’s billboard has gotten it up to Pornhub as well. What did Christ say about casting stones? Oh yeah, we always forget.
October 6, 2014
“Serves ye right for Tweeting about thy Lord!”
I’ve had a mild case of heresy all my life. Like alcoholism or diabetes, there is no cure. In some ways there’s not even a treatment. I just sort of deal with it.
So, what does mild heresy look like? First of all –and this is an important distinction-we rarely act upon our heretical instincts. That’s good for society and us. We may, however, flirt with our alleged defect, like writing a blog post about it. Here a mild case of heresy mimics symptoms of the provocateur.
In the broadest sense mild heresy is playing the Devil’s advocate. It means entertaining the possibility (or downright committing to it) that dissenting to what is considered normal belief is, in fact, the correct view. Zigging when others zag. Not believing what a majority of others steadfastly do. It is the contrary, unpopular and often dangerous opinion that marks a heretic.
The original heretics were those who dissented from the Roman Catholic Church. They paid dearly for doubting the Lord’s existence. History was rough on heretics. Thankfully, today I will not be pulled apart by my arms and legs for being agnostic. Though I do risk being de-friended on Facebook. Whatever. I do not believe in a Christian God or, for that matter, any of the deities that have edifices built in their name. Is this heresy?
In the 18th century a bunch of heretics went against their King and God, creating a place in which to live and worship freely aka The United States of America. Today, in this country, a lot of folks do not fully trust their leaders or governors. Power corrupts. Yet, we elect them anyway. However, we also mandate term limitations to mitigate dictatorships. Is hating (even mild hating) the government heresy? The other day I saw a bumper sticker that said, “Protesting is a patriotic act.”
Let’s dive into deeper water, shall we?
A heretical view is that racism and prejudice (hot button issues right now) are “normal” human behaviors. People have always organized themselves by tribe and naturally are predisposed to rally around their own kind. Pretending otherwise, the heretic believes, is pabulum. All men are not created equal and never were. Hardly a welcoming thought but it might explain a host of good and bad human behaviors, like why so many Asians are engineers or why white men can’t jump. The heretic (in this case racist) would simply say: It is what it is. Why are we so fixated on making it seem otherwise? It helps to bear in mind that not very long ago believing all men (and women) were created equal was heresy. Big time.
Life is a teeter totter. What is normal belief today will be heretical tomorrow. Or is it the other way around?
Advertising likes to bob and weave the strange waters of popular culture, occasionally making waves as well. Back in the day ad campaigns vaunted the status quo. There were considerably less media outlets for it, so being homogenous made sense. Now there are myriad platforms supported by advertising, reaching all sorts of indigenous tribes. Provoking specific populations requires stronger more provocative messages, sometimes heretical.
Thank you for indulging me on this post; I know it’s an odd one. But consider the source.