And from my past client meetings (all turned out to be true, whether the clients admit it or not):

  • “We love it! Let’s tighten this up for the next round” = Give us all new concepts
  • “Do you have marketing research on this?” = No interest other than covering my ass
  • “This is approved to go to final” = We haven’t shown it to the president yet
  • “It’s too edgy, can you tone it down?” = I’ve never seen the show, so I have no idea whether this is good or not
  • “Can you make it more edgy?” = I got my ass chewed for not knowing the show
  • “Can we see it in some different colors?” = We need to justify our salary, but a month from now we’ll go back to the original

Written by

Ad agency creative director, writer & designer at https://guttmanshapiro.com. Former pro tennis player and peak performance coach for professional athletes.

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