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Map out which clients in the house have some potential interest in proactive work, so you don’t waste time barking at the wrong CMO.
And do your best to pitch ideas that are on brand, aligned with the strategy and, if possible, solving a real problem the client have.
Or have a client who gets a nice fat bonus from winning awards.
Mentor
It’s cool that they try. But they would be better off focusing on real briefs and existing clients. That’s the real challenge in this industry since everyone can come up with a cool proactive idea. Few can do it on a real briefs. Every idea I’m truly proud of was a real brief.
Other than that, group creative director 1 said it best. Talk to your clients and ask them what their biggest challenges and problems are. It could be the kind of stuff they don’t think of including in day to day briefings. Come up with ideas to solve those. So you have a better chance to sell something.
What also works is asking the client which niche audiences are interesting to them. Like gamers. Or a B2B audience even. And do a micro campaign to those people.
This is pretty common. It’s a good sign that your leadership has interest in those kind of ideas, but also that’s usually a sign that clients aren’t doing good creative and they’re trying to retain talent with the hope of doing award-winning work outside of the day to day briefs that actually pay the bills.
Just do an honest evaluation on the realities. If your CDs and CCO have a record of pushing clients to do that kind of work successfully then I would keep giving good ideas and you never know which one will break through. But if the clients just suck and have no interest in that, and it’s been a year or two of nothing like that even remotely close to getting produced, then look for another job. Especially as someone earlier in your career you can’t afford to waste time on places that are always promising to start focusing on awards/winning cool pitches/whatever resurgence they may talk about is around the corner.
How long have you been here?
Just stop giving them ideas
The agency should frame the need better. And, the ideas you present should be framed around the clients budget, that way they can realistically be accomplished.