After mentioning the need to integrate or have convergence thrust upon us in PR yesterday, I read a truly useful post from Marcel Goldstein, a senior VP at Ogilvy in the US sharing his three key lessons from having worked closely with advertising firms for the last two years:
1. Strong points of view win over clients in the long haul
2. High standards create a desirable environment for high achievers.
3. Process is necessary for client support of new ideas.
They are all things that many of us know already, but somehow they seem to be shortcomings for too many agencies. It comes down to the vicious cycle of being still sometimes and immature and unconfident profession, contrasted with what can seem like the over-confidence and brashness of the advertising industry.
When we’re good, we’re doing those three things. When we’re lacking we’re not sticking to our strident points of view with clients, we’re letting our standards slip, we’re not putting proper process and planning (that most brilliant of advertising disciplines) in place to explain our ideas and thinking in credible ways.
Tags: advertising, PR
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