Dear Client: This Book Will Teach You How to Get What You Want from Creative People
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Dear Client: This Book Will Teach You How to Get What You Want from Creative People
Ad legend Bill Bernbach letter on creativity, written in 1947:
Dear ________:
Our agency is getting big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried. I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance
... See moreHis attitude to the creative process can be summed up in three things he said: 1 ‘There is an inherent drama in every product. Our No. 1 job is to dig for it and capitalize on it.’ 2 ‘When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either’ 3 ‘Steep yourself in your subject, work like hell, and lo
... See moreDavid Ogilvy • Ogilvy on Advertising
Prioritise quality at every stage, from service to production. Work only with clients who have an adventurous worldview (the kind of brides who don’t mind getting their dresses dirty) and are not just driven by budget. Make sure couples feel loved, cared for and respected on the day.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
Did the professionals you dealt with: • Make it their business to understand what was special and unique about you and your company? • Listen carefully to what you had to say and what you wanted, rather than substitute their own judgment for yours on what needed to be done and how it should be done? • Give good explanations of what they were doing
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