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Halloween: what is the biggest terror for agencies?
Advertising agency executives talk about the nightmares that can happen daily
With the arrival of Halloween, some places are filled with themed decorations, but the real terror can hide in the corridors of advertising agencies. After all, nothing is more terrifying than a campaign that doesn’t resonate with consumers, for example.
Every brainstorming session can be a real torture session, where taking some risks can make anyone feel goosebumps. So, between laughter and scares, agencies try to conjure campaigns that enchant, while protecting themselves from the ghosts of an advertising failure.
O propmark invited advertising agency executives to talk about the nightmares that can happen daily. Check it out:
“The biggest nightmare for an advertising agency is a relationship with a client who adopts a competitive mindset, as in a game of tennis, instead of seeking a collaborative partnership, as in a game of racquetball. Here I use the wonderful metaphor of Rubens Alves: in racquetball relationships, both players work together to keep the ball moving, seeking intensity and collaboration; where it is not. When the relationship with the customer is seen as a competition, energy is wasted instead of being focused on developing the brand and the business – of both, a customer who is not willing to collaborate and. jointly seeking success represents a great challenge and potential nightmare for the agency, as it prevents a productive, long-term relationship from flourishing. agency-client relations. Every relationship has conflicts, but when there is competition instead of collaboration, something has been lost.” Fabio Pellim, managing director da Oliver Latin America“Today, being an agency is like being a tightrope walker in a show full of challenges. You have to compete with new “jugglers”, deliver quick results and still put on the show with fewer resources. All this while the audience changes quickly and demands authentic and ethics. Flavia Altheman, CEO da Magenta“The biggest nightmare for agencies today? Coming up with good ideas is already a huge challenge. Getting clients with the courage to approve them is another important step on this journey. But the real nightmare, for me, as COO and partner of three brilliant creatives , is to ensure that these ideas reach the streets at the right time, with impeccable execution and the impact they deserve – memorable and newsworthy.” Guilherme Grigol, partner and COO of 11:11“The same monsters that made crowds wet their pants in cinema seats, challenge our bladders daily in agencies. Who has never seen that Frankenstein come to life and take to the streets, putting together the head, arm and tail of different good ideas, and becoming a haunting launch note out there? Surely you’ve experienced real nightmares seeing a beautiful campaign being shredded by budget cuts like a Freddy Krueger cafuné. You’ve also seen that idea that was going to shine at Cannes being massacred with the same cruel refinements. who wields a chainsaw, running after the victim through the dark woods between the brainstorm room and the RTV table. I know you’ve already seen that invite arrive, by surprise, for a meeting on Friday at 1pm, murdering the happy lunch. complete with wine and dessert. But, of course, work in agencies isn’t just about terror. There are many good projects that survive the call… There are many good ideas that defy the most pessimistic premonitions of that tragic PPM, and there will be. your happy ending in a proud text full of likes on LinkedIn. Not to mention that ritual, every Thursday night, which brings together a bunch of wonderful people in that dark bar, in a not so silent place in Pinheiros (only those who stay until the end know what real darkness is). But it reminded me of macabre scenes, so shall we stop here? Happy Halloween to all of us!” Bruno Couto, creative director at Cheil Brasil
Credit: Photo by Beth Teutschmann on Unsplash
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