Advertising creatives are a notoriously fickle bunch. We spoke to several to come up with the surefire ways to land on their bad sides.
1. Make them work on banners.
2. Start talking about metrics and analytics.
3. Go into excruciating detail about RTB, DSPs, SSPs and DMPs.
4. Show them a media plan spreadsheet.
5. Let them know that the client cancelled the campaign after they spent a full holiday weekend working on it and now there is new one to get started on ASAP.
6. Ask them to make the logo bigger.
7. Have them push around at least one ad element by two pixels after “final client approval.” Do that four times.
8. Proclaim metaphors are for sissies.
9. Tell them that media is more important to performance than creative and then show them empirically.
10. Take away their Mac and make them work on a PC.
11. Insult their black-rimmed glasses.
12. Tell them that the concept is too derivative of previous advertising concepts or executions.
13. Put them on the phone with a client.
14. Shoulder surf.
15. Critique their work in front of them to a client.
16. Defend the client.
17. Ask if they work in PowerPoint.
18. Put them on a B2B account.
19. Tell them they’d be better off crossing over to the brand side.
20. Change the office dress policy to “business casual.”
Image via Shutterstock
More in Marketing
Future of Marketing Briefing: Accenture’s Whalar bet: own the room when creator marketing gets complicated
The Whalar deal is Accenture running the same play it ran on programmatic — only this time it got there earlier.
How DUDE Wipes turned to unconventional sponsorships after sports inventory prices surged
As sports sponsorship costs rise, brands like DUDE Wipes are turning to emerging leagues and unconventional placements.
Agency AI pitches are starting to face harder questions
As agencies race to sell proprietary AI the future of marketing, 3C Ventures argues advertisers need more proof.