Creative Process

Client organizational strategy versus creative strategy…

This continues to be a struggle. Creative strategy must always be fed by organizational or client strategy. If client strategy is a moving target, then it will create frustration, chaos, tension and dissonance for the creative team trying to meet the client’s needs. It is critically important for the leaders of any creative organization to close the door on client strategy once creative strategy phase begins.

How?

Documentation.

There must be a specific and (choir singing and blinding flash of light) unchangeable (gasp) articulation of client strategy as a first step in any creative process. I know this is a tough sell to clients who often want to delve into the executional as much as the strategic, but they’ve hired YOU for a reason - YOU’RE GOOD AT WHAT YOU DO! It is important to give the creatives within your organization boundaries to operate within, and if client strategy changes consistently over time, you will frustrate and burn out your creatives and will ultimately not get their best work. (Who wants to keep trying to grab jello?)

If you enjoyed this post, make sure to subscribe to our RSS feed or get new posts by email.