28 October, 2011

Success looks different depending on where you sit.

What is success?
Agency | Client | Collaboration
BY warrend

One of the perplexing aspects of collaboration between clients and agencies is the different views on what success looks like. Naturally, clients must act with care, forethought and a long view on what they are trying to achieve. While agencies understand this they are under pressure for immediate results. The exciting result is often calculated risks. And while the combined team will coalesce around the current activity, reviewing the results brings the different perspectives of clients and agencies sharply into focus. Here are some examples you may have experienced.

A: YEAH! Online fight with the competition! <high fives> C: SH$T! ONLINE FIGHT WITH THE COMPETITION?!!

A: BAM! it's gone viral. Server went down!! :D C: GET I.T. NOW! They crashed the server :(

A: ACMA pulled the Sydney billboard :O C: We just signed off that media plan last week :S

A: No way, the actor in the TVC got busted for blowing .05? C: I knew that guy was on the Scotch! :(

But of course, nothing succeeds like success.

When the sales figures come in next quarter, it can all be worthwhile.

A: Their CFO has invited me to golf at Royal Melb this weekend? C: The CFO has invited me to golf at Royal Melb this weekend!!? :D

- illustrations by Steve Leadbeater.

 

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