Nothing pisses off a creative person more than being told a client doesn’t “like their work.” Nina DiSesa a big-time creative director or yore explained it to me this way “Ads are like our babies.” They are nurtured and coddled over time and can’t just be easily dismissed.
I’ve often spoken of the “like-ometer”, a fictional device clients use in approving ads. The notion of subjectivity in advertising or any creative pursuit, is real. And in the advertising business it’s super real.
That’s why top creatives like a good brand strategy. They are devising with a purpose in mind. They have a tight objective. This helps them in development but also in getting approvals. There’s a basis for arguing for their work. It’s called a brand strategy.
When a person judging an ad doesn’t like a “color” or “negativity” or “the great outdoors,” the brand strategy can be employed. And the like-ometer shut down.
We can’t get to better work without a strategy — the launch pad for all marketing and communications. Most professional ads are developed using a brief. Few are developed using a brand brief.
That is the biggest pity of the craft.