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what creatives think is “good work” usually puts the product or brand as an afterthought, because they feel dirty doing advertising and want to just be creative.
the best work accomplishes business goals AND is creative.
Also people who work for brands are so insecure. They don’t want to do anything new or different than last year.
Because the work itself is only 25% of what you’re selling. Like a stand-up comedian selling a joke. However good it is, the joke itself is irrelevant without knowing your audience, the delivery and elevating it smartly upon the reaction.
Most clients below the CMO level are unqualified to judge creative and just want to squeeze as many product or service attributes in as possible. They don't realize people who watch and interact with what we make want to be entertained, not just sold to.
Because “good” is subjective. What’s good for a creative director with twenty lions, is “stop fucking with my bonus” for a senior brand manager at Nestlé. You need great clients if you want to make great work. That’s why Anselmo Ramos is inseparable from Fernando Machado. If I ever get a chance to build a relationship like that with a CMO, I will do anything to keep them. Brave people on the marketing side are priceless.
That’s why i love BFG. They literally work the brief into every Little Caesar’s commercial and still manage to add in little quirks
Because clients test everything which by design kills good work.
Because we don't know how to sell good work