Expectations are amazing things. If they’re met we’re happy – if they’re not, everyone is miserable. When we did this Kia spot the client was fearless – “I want French and Chic but with an Aussie twist” – She didn’t let her Korean pedigree spoil the creative brief.
So how do you get your expectations as a client met – or better still exceeded?
Be honest. Don’t pretend everything is fantastic if it isn’t. If staff are disinterested and unmotivated – tell us. If your competitor is seen as better than you – be up front.
Share things that you like – videos, photographs, music – things that inspire you and strike the right tone.
Take the wonderful Margaret from Synapse, who said to me “I want it to look like the Apple iPhone 5 videos.” Voila!