E-harmony for Suits and Creatives2:01 PM
Creatives versus Suits:
it’s the ongoing tug-o-war played out in nearly every advertising and marketing
campaign across the first world in the endeavour to get great shit made. But,
can’t we all just get along? Surely some basic ground rules can bridge the
great divide and turn this muckraking wrestling match into a candlelight dinner
for two ending with only one stop on the cab ride home?
- Work out your brief before you set Creatives to work. It will save you about two years of back and forth in edits and approvals (not to mention save you a lot in time and budget).
- If your attitudes is ‘I don’t know what I want but I’ll know it when I see it’ you deserve everything that comes your way.
- Don’t try to educate designers on fonts or writers on grammar. They know current trends and acceptable usage and you don’t. If you know better than them, you're working with the wrong professionals.
- Present the combined feedback from you and your fellow suits in one unified hit. It will ensure cohesion of message and save you about a thousand rounds of edits and two bottles of gin in frustration.
- Foster relationships and don’t be a dickhead. If you treat others as respected professional partners in a process as opposed to your scapegoat minions, you will get the best out of them faster.
- From the outset, provide the campaign team with your timeline of events. Whenever someone fails to meet a deadline for whatever reason, update the timelime accordingly so everyone knows where they stand.
- That said, understand that Suits often have to deal with many more powers that be than you. When they throw the timeline out of wack, their hands are often tied. There’s only so much they can do to get the CEO to hurry the fuck up with sign off.
- You are a professional. It is your responsibility to guide Suits on ill-advised creative direction and decisions. If you want to make a career out of it, you better learn how to do this tactfully.
- But only attempt to enlighten Suits to a point. If you've stated your case and they still persist, let it go. Shut up and make the changes.
- Don’t get precious about changes to your work because – newsflash – it isn’t your work. You are being paid handsomely for that work to belong to someone else. If you can’t possibly bear for anyone to change what you have produced, you’re in the wrong game mate.
- Keep on trucking. When you think you’re spent and tapped out of ideas, log off, step away, do something else and soon enough there’ll be water in the well again.