So as a gesture of goodwill towards all the suits I’ve made fun of on this blog, I’m giving you my TOP SECRET-super-classified-insider-tips on How to get a creative to do their job.
May I suggest you adopt what I’ve dubbed 'The Ronan Keating approach to account management'?
Now, the Boyzone star and Women's Institute pin-up may have the least sincere smile in pop and a voice so middle of the road it makes cat's eyes jealous. But beneath those twinkly Oirish eyes lurks a mind of fiendish cunning.
Quite simply, it’s all in how he phrases it.
He wrote the following about his wife: “You say it best when you say nothing at all”.
Think about it. He doesn’t say, “Shut up, I’m trying to watch the telly”.
Instead, he comes up with, “You say it best when you say nothing at all”. It's genius. The guy's an utter genius.
Now. Let’s apply that to what suits do.
You’re briefing something in. You want the team to put in that extra 10% (so that’s 12% then). What do you do?
Here are my top tips:
· Tell them how brilliant they are.
· Tell them another team couldn’t crack it, so you’re coming to them because they’ve got a reputation for always coming up with the goods.
· Tell them there’s a massive budget on it and it’s a really exciting opportunity – but could they also do some low-budget solutions, just to show a ‘range of ideas’?
· Give the job an exciting name like ‘Project breakthrough’ or ‘Awards job’.
These are almost guaranteed to give you the desired effect.
If, however, none of the above work, and you feel the situation warrants it, you can go for The slightly scary brooding Ronan approach.
This is where you THREATEN TO GET THE PLANNER TO COME AND PROVIDE A BIT MORE BACKGROUND.
The prospect of a couple of hours of 'insights' and 'brand essences' will, I promise, put the wind up any creative. Just watch them scuttle back to their desk more anxious to please than, well, a suit.
Ronan and I look forward to hearing how these tips have boosted productivity in YOUR creative department.