13 September 2019
If you’ve ever sat through a long meeting debating the relative merits of the headline in concept #2 versus the color choice in #7 (or maybe with the design of concept #16?), then you’ve seen firsthand how approaching a marketing challenge from too many angles is basically like not approaching it at all. Everybody likes choice, but too many options at decision time often have the effect of leaving your brand team confused and your creative team demoralized. So how do we ensure we’re considering the best ideas without trying to execute all of them at once? Even more important, how to can you learn to ask for and expect only the top-drawer concepts—the top three, the mind-blowing two—rather than the entire pool of a dozen or more your team started with? It hinges first on a solid brief. By outlining the specific challenge and strategy, the creative team can zero in on the best, brightest solution from the beginning. There may be refinements along the way, but the surest way to get where you’re going is always knowing where you ultimately want to be from the start. Your creative team shares this responsibility. When they know and understand the market situation and the strategy you’ve set, you can challenge them to bring you the strongest ideas and best executions—the solutions you actually need. Trust the team’s expertise. At the end of the day, your creative team’s skills and experience are your most valuable assets. To get the most from your investment in them, you must first value their experience as much as their work—it’s the surest way to free them (even challenge and motivate them) to do their best work. Expect a focused presentation. How many concepts do you want in the meeting? The correct answer is the fewer the better. When the brief is on target, the creative product likely will be, too. Asking for too many second-tier ideas from the reject pile takes the focus away from stronger concepts—and makes it tough to execute any of the strong candidates at the highest level. Shouldn’t they have a back-up plan? Of course. And trust us, they’ve got one (likely more than one). But a word of caution … you really only want to see these under certain circumstances: The idea supporting the initial presentation misses the mark in a way that wasn’t anticipated in the brief. The secondary idea takes a completely different approach than the one they’re leading with. At the end of the day, it’s all about the process—the challenges your team has already navigated and solved, the tough (sometimes ruthless) creative decisions that have already occurred along the way. A strong creative team will have curated and selected only the best and most effective work long before it’s unveiled to you on presentation day.