Essential vs. Extra Credit

More and more clients are expecting work that goes beyond what they’re asking for. If the brief calls for a new print campaign, the agency may throw in a microsite. Or an outdoor idea. Or a guy with a rickshaw. Whatever.

Problem is, while more and more clients are expecting this, and love to be surprised by additional work, these ideas rarely come to life. They get placed on the back-burner while the real (i.e., urgent, expected, and sometimes less-exciting) assignments are produced.

A few years ago, I was part of a team that helped create a giant snow globe in Times Square with live actors inside. I recently asked my old CD, Chris Hunter, how he sold that idea. (Giant snow globes are never something the client asks for in the original brief.) There’s a huge insight in his answer. Here’s what Chris told me…

I've found the way to move forward [beyond-the-brief work] is to link each idea to some kind of measurable engagement in order to demonstrate the value they add to a program.

In the snow globe's case, it had to do with NY being a media city and getting PR from that. These days I don't know if I'd recommend the Giant Snow Globe as an investment for the client because the return seems pretty low outside of Times Square. But tying online engagement / participation to a real-world installation -- and then incentivizing participation -- can start to demonstrate returns for a client, especially if the engagement aspect of the creative drives pass-along behavior. A snow globe that was web-cammed that would allow viewers to control what the actors did inside it, for example, would start to get at that (not a very creative example but you get what I mean).

Also, it's best to build in engagement programs (be they online, in a real location, or both) at the start of the brief development. This turns the extra thinking into a real assignment vs. a time-wasting exercise. If the client isn't disciplined enough to do this, then at the very least bundle your extra idea firmly to original assignment -- print in this case -- so that the two play off one another and are co-dependent. This starts to turn what was once a print assignment into something richer and more programmatic. And by this, I mean make it so that one cannot really exist without the other.

I guess what I'm suggesting is, eliminate the 'lucky-strike-extra' sensibility from your mindset and theirs. It will help make your engagement concepts seem more core and essential vs. extra credit.


(Chris Hunter helped his team win a Bronze Lion at Cannes this year, so he knows what he’s talking about.)