One of the first things I understood or was forced to understand in my career was that Client always comes first.
I know it sounds like an outdated and worn out slogan, but I felt it the most, when tried working for a company, that was detached from its Clients by forming a wall of corporate nonsense or just imagining that the impeccable business model or solid market share is all that’s needed to generate profit.
Don’t take me too literally - I’m not saying that Client is always right. No. He just has to come first.
Even if decisions that you feel might not be instant margin gainers, but are what your Clients expect from your company, are often the way to go.
I’m not talking about lost negotiations or weakness of company representatives. I’m talking more of a decision - long or short term success.
Nothing new here. Only the surprise, that this is not as common sense as one might think.
I had a thought today about the word equality and how people places and things carry different qualities. There is no equality amongst qualities I thought. These qualities are distinctive just as smells and tastes are distinct.
Why did I join the Advertising industry?
Hmm, to most people when you mention the word "Advertising", you get two types of response. The older generation, such as your parents, your uncles and aunties would go "Oh, Advertising. What do you do actually?" They would rather you become a doctor, lawyer or engineer. Then there's the other group of people who go "Wow, that's so cool! You get to create cool advertisements. It must be fun!"
I was a part of the second group of people, in terms of my expectations when I was new to the industry. Only to realise, its not a business of creating something cool cause we can but its a business of solving problems. Solving real business problems. And majority of the times, problems my clients face does not require a cool ad as they are not mainly launching a new product like a new beer flavour / the new iPhone100 but rather how can we encourage parents to vaccinate their children against influenza.
I personally enjoy working on brands most people see as "boring" such as pharmaceutical and healthcare and banking because these guys sell you a service and knowledge of their products that actually benefit you and your loved ones but you would prefer not to hear from them unless and until you need them.
And that's the beauty of advertising to me. Making you see that some brands have a valuable POV that needs to reach its intended audience and I can help make their brand matter.