I work in-house and work with agencies on projects. What do you do when they just don’t get the objective of the campaign and miss to include vital messaging on the creative?

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Check your briefing - did it include the key details that are missed?

My experience is always that briefings on the client side are the number one cause of quality issues at the agency, followed by shifting timelines and budgets. If the briefing is written properly and follows a consistent format (short, focusing on the current state and desired future state, target customer details, key messaging to communicate, budget, timeline) and process (present to agency, agency response with scope of work, client signs off, project time line and deliverables are laid out) then you should be able to point to exactly where the agency screwed up and hold them to it. Fire them if you have to.

If the misses you’re describing aren’t clearly called out in the briefing, then the problem is sitting in front of one of your workstations.

I spent three years running an in house team trying to get 7 business units that had been separate companies 8 years previously to work along these lines. It was miserable.

Good luck.

likehelpful

Agree with VP. Creative is only as good as the brief. As a creative, briefs have always been the biggest pain point. Also the timeline of the marketing team — sharing creative with leadership so late in the process to find out they aren’t aligned with is another big issue.

If your brief delivers on everything, then the other answer above about contacting the CD to switch out teams is the answer.

likehelpful

Re-review the brief with them

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All you can do is go through the brief with them. If they still don’t get it, then you have to let the creative director know immediately so they can get it reassigned.

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Can you give more info? What did you ask for and what was delivered? The comments here are great, though I think with context we could be of better help to you!

Yea I agree with everyone above as well. This is a really difficult question to answer without the context of the situation

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