The guy went on about how it had to be 60 seconds. But how can he possibly know anything about media planning?
If this CD is good he should be able to come up with a creative that can be used in 15-seconds. And, it didn't seem to get through to him that the client's campaign wouldn't get enough reach and frequency if we used 60-second spots.
As everyone knows, you can have the best creative in the world but it is not going to be effective if your target audience doesn't see it. I suspect this CD wanted to run the longer spots to suit his own agenda, which is winning creative awards.
The fact is, CDs like to boast about their award wins and love going off for a holiday in Cannes.
Don't get me wrong, I'm a big fan of creative awards because it is a great opportunity for the industry to applaud great work. And if you can persuade your company to fly you to Cannes for a creative love-fest, then good on you. But winning awards shouldn't be at the expense of your client's business.
I've come across a few clients in my time who loathe creatives. Why?
Because there is a strong feeling out there that creative people try to run self-indulgent ad campaigns to impress other creatives rather than focus on the client's objectives. Never mind that the client pays the bills. They create ads to make themselves famous, not their client's brands.
All I can say is we don't need such creatives especially at a time like this when clients are being squeezed and need to justify their advertising spend.
Whoever you are and whatever you want to get off your chest, send your rants to rant@media.com.hk, and we'll print them anonymously.
