Friday, October 30, 2009

the relationship

[photo]


The relationship of a client to an agency, is like that of a surfer to a shaper. Like most relationships, it is one that is built on communication and trust. But what makes some relationships so rich and prolific that it creates just tons of awesome? When the relationship between the two entities creates a culture, rather than just commercials for it's clients, or how about heaps of world titles and constantly pushing the boundaries of surfing with innovative board designs?

I believe it's an open and honest dialog between surfer/shaper and client/agency that yields the most rewarding ideas. I've had a few custom boards shaped for me over the years. With each consult w/the shaper, the best ones have come out of exchanges when the shaper asks all the questions to understand my surfing style, experience, and the conditions where I most often surf. This is when you [as a surfer or client] check your ego at the door and provide as much honest feedback as possible so that the shaper/agency can craft the appropriate board/idea for your needs. Most of the time, whether you're a pro or weekend-warrior like myself, we all want that "magic" board that does it all for us. however, we really don't know how to articulate the shape/design of what that "magic" board should be. Enter the expertise of the shaper. the best shapers are the ones that can understand the strengths/weaknesses of the surfer, the wave conditions, etc to craft that "magic" board. there has to be a dialog and trust between the two for it to work. And also, the good shapers don't talk over the heads of their clients either. they both have to be on the same "wavelength".

So there has to be a collaboration and mutual respect of each other's talents. How many times has a client tried to cocktail napkin a layout to their agency partner? Or, when an agency exaggerates how in love they are with a client's brand, just so that they can win the business? Respect. Respect what each person brings (e.g. assets/skills) to the table and work on creating a mutually beneficially relationship. The more a shaper gets to understand the surfer, the better the boards he/she can make for them. And in turn, a more prolific relationship where both get what they want. Better boards, better business.

Yes, there's also an exception. Most amazing surfers or clients can do almost anything despite the quality of the board/creative that is made for them. But those are probably few and far between. Hold onto the clients that you have and work on building the trust and confidence to experiment, innovate, and grow. I'd really like to think that we nurture those client/agency--surfer/shaper relationships so that we continue to elevate the work that is being created. Oh, and another thought...I think this analogy can also be made between the role of account planners to their creative partners as well. As planners our briefs that we produce for creatives should also be a collaborative process that includes honest communication and respect for each other. and just like the surfer who has an on-going dialog w/the shaper to create that "magic" board, and so should us planners w/our creative partners in developing the idea. yeah, agree? what say you?

Friday, October 9, 2009

o_O that look

ever since i've made it a point to connect w/people offline earlier this year, i've been getting those strange looks o_O from my wife every time i mention "i'm meeting a Twitter-friend." The strange look resembles something like the look that you got back in the early 00s when you told your roommate that you were having "coffee" w/someone you just met online. ;)

since then, i think the social web has matured a bit [just a bit]. there's no shortage of social media gurus out there telling you how you're doing it wrong ;) and by our very own experience, and interactions w/others on the web, we've learned where some of the guardrails and pitfalls are. myself, i've have had a couple mis-steps that i still regret, however, i've learned from them. right, moving on now.

the way i use the social web is different from how, let say, how my wife uses the web. both, though coming from a specific need. for me, it's been a journey on connecting w/other people outside of the orange curtain. For me it's the opportunity to learn and discuss ideas outside my immediate surroundings so that i can find applications to my profession. it came from a need. i'm more willing to put myself out there and meet new people.

for my wife, a facebook fanatic, who's constantly denying friend requests of ppl she doesn't know, she uses the social web as an alternative to connect w/her IRL friends as our lives have become time-crunched for [quality] attention w/our group of friends. again, a need.

with people publicly sharing every moment of their lives on the social web, we've come to have developed somewhat of a digital intimacy and perhaps, trust of the people we meet online. this is not new to most people who've been blogging for a long time, who have developed a relationship-->friendship w/their readers, strictly online, and then having the opportunity to meet IRL. with Twitter, tweet-ups, meet-ups, and twestivals, I think it has accelerated that time [of online relationship development]. can you tell a lot about a person from just 140characters? or is it the string of all the daily FB status updates, flickr posts, tweets, blips and blog comments spread throughout the web that we make ourselves transparent-->real to people? Yes, there are chances that these digital personas can be manufactured, buyer beware i guess. these days, it seems that you can pretty much stay "connected" on the daily happenings of the people in your network thru so many different and shared platforms. i'm really excited to see how google wave and perhaps this Threadsy will simplify all these online platforms we're on.

i do find that it really is beneficially to carry those public, online conversations to the offline. I've been delighted by the opportunities to chat on phone or meet for coffee w/people whom I've met via Twitter and from reading their blogs. all of this didn't happen overnight though. these people demonstrated to me that they were stand-up human beings from their interactions across the social web. and myself, i'm learning from them and trying to do the same for myself. hopefully, the next time i say that "i'm mtg so-'n-so from Twitter", I won't get that look.