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Danskin Creative Communications

How Do Clients Influence Creative Execution? (Part I)

We’ve had the pleasure of working with some of the best clients we could ever imagine. And I’m not just kissing up. Sometimes you have to remind yourself of that, because there is a reason that includes, but goes beyond, meshing of personalities and mutual respect (or tolerance on the part of my contacts). The fact is, if you are being successful as a marketing communications firm, a graphic design firm, or advertising agency, you must give some of the credit to your clients.


The truth is that they are the experts at what they do. We are able to succeed at promoting their company, products and services only when they willingly and capably share knowledge with us about their business. We may do all the market research their money can buy, but they are the ones that can truly turn that data into deep marketing insights that will lead to our successful creative execution.


I could go on and on, here. Instead let’s make a simplified list of key beneficial influences the client has on the creative process and creative execution:


  1. Discloses much of the strategic and competitive (and even tactical) information required to devise a sound and hard-hitting advertising or marketing campaign.

  2. Provides business objectives for consideration in the overall marketing communication plan.

  3. Provides the budgetary support and limitations for creative production.

  4. Offers feedback on the creative brief – advocates proposed direction or approach.

  5. Offers resources for further information or support for the campaign.

  6. Provides the motivation and enthusiasm for the anticipated results of the marketing activity.

  7. Celebrates your mutual accomplishments and offers constructive criticism when efforts don’t meet their mark.


There are countless other actions that clients take to influence creative execution.


In Part II of this series I’ll illuminate some miscues that both clients and creative firms should seek to avoid in their creative process.


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