{"id":36993,"date":"2021-06-22T09:54:18","date_gmt":"2021-06-22T14:54:18","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=36993"},"modified":"2021-06-22T09:54:18","modified_gmt":"2021-06-22T14:54:18","slug":"how-to-get-clients-to-respect-and-adopt-creative-solutions","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/how-to-get-clients-to-respect-and-adopt-creative-solutions\/","title":{"rendered":"How To Get Clients To Respect and Adopt &#8216;Creative Solutions&#8217;"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>Rory Sutherland roars like a lion. The Vice-Chairman of Ogilvy UK appears on <em><a href=\"https:\/\/www.campaignlive.co.uk\/article\/how-hell-allowed-happen-rory-sutherland-creative-devaluation\/1718738?fbclid=IwAR0R9yfZfo5KcdiG-oCRgvQxy55C9OtqoNKZVG_dWAGTv4aVQ4-Qi80dOwk\">Campaign&#8217;s<\/a><\/em> podcast, wherein he pontificates at length about the agency business and how it has been boxed into a corner by clients and so-called partners who are anything but.<\/p>\n<p>Sutherland argues for the power of creativity to change the score for brands. He suggests that ad men and women fight their way out of this problem. Therefore, the entire recording is an entertaining and educational listen.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/3kkC4DCIYTZPyefu1iZNyU\" width=\"100%\" height=\"232\" frameborder=\"0\"><\/iframe><\/p>\n<p>The agency business has \u201cpainted itself into a corner\u201d because it has allowed creativity to be associated primarily with \u201cverbal or visual artistry\u201d rather than a tool to solve business problems. \u201cIt is shameful the extent to which the industry has allowed itself to get painted into an artistic corner, where you just color in &#8217;round the edges,\u201d he says.<\/p>\n<p>At 25-plus minutes into the show, Sutherland adds, &#8220;We need to not just talk to the Marketing Director, by the way. Because you don&#8217;t know the direction of travel that a solution takes. We need to experiment more, we need to imagine more, and we need to look at things in vastly different ways.&#8221;<\/p>\n<p>Sutherland believes agencies need to promote creativity more aggressively. He argues the industry should be a major rival to consultancy firms like McKinsey and Deloitte, offering creative problem-solving applied to a wide gamut of business problems.<\/p>\n<p>Significantly, he also throws media agencies and their friends in tech under the bus.<\/p>\n<blockquote><p>What the client might hear is that they (the creative team) are just a bunch of flaky bastards who wouldn\u2019t know a spreadsheet if it mugged them. That&#8217;s probably what they hear from the word &#8216;creative&#8217;.<\/p>\n<p>I think the media agencies in connivance with tech firms and have sold clients on the idea that creativity is a little bit of magic fairy dust which you add at the end. Or even worse still, it&#8217;s just content. For f&#8212;&#8216;s sake.<\/p><\/blockquote>\n<p>It&#8217;s not just product or price, and it&#8217;s not just data that gets a brand across the finish line today. A modern brand either conveys its value far and wide in clear and compelling ways, or it continues to languish and pretend that creativity does not matter.<\/p>\n<p>Sutherland does not suffer fools. If you&#8217;re the kind of creative working in advertising who consciously or unconsciously adds to the negative perception of creative people and the creative professions, you will be skewered. The same is true for anyone else who seeks to diminish what Ogilvy and the entire industry add to clients&#8217; bottom lines each year.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Rory Sutherland roars like a lion. The Vice-Chairman of Ogilvy UK appears on Campaign&#8217;s podcast, wherein he pontificates at length about the agency business and how it has been boxed into a corner by clients and so-called partners who are anything but. Sutherland argues for the power of creativity to change the score for [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":36994,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,334],"tags":[],"class_list":{"0":"post-36993","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-podcast","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Get Clients To Respect and Adopt &#039;Creative Solutions&#039; - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/how-to-get-clients-to-respect-and-adopt-creative-solutions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Get Clients To Respect and Adopt &#039;Creative Solutions&#039; - Adpulp\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Rory Sutherland roars like a lion. The Vice-Chairman of Ogilvy UK appears on Campaign&#8217;s podcast, wherein he pontificates at length about the agency business and how it has been boxed into a corner by clients and so-called partners who are anything but. 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In this 40-minute\u2026","rel":"","context":"In &quot;Ad Chatter&quot;","block_context":{"text":"Ad Chatter","link":"https:\/\/www.adpulp.com\/category\/ad-chatter\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/06\/Winner-Cannes-Grand-Prix-Cheetos-MC-Hammer.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/06\/Winner-Cannes-Grand-Prix-Cheetos-MC-Hammer.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/06\/Winner-Cannes-Grand-Prix-Cheetos-MC-Hammer.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/06\/Winner-Cannes-Grand-Prix-Cheetos-MC-Hammer.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/06\/Winner-Cannes-Grand-Prix-Cheetos-MC-Hammer.jpg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2021\/06\/Winner-Cannes-Grand-Prix-Cheetos-MC-Hammer.jpg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":30917,"url":"https:\/\/www.adpulp.com\/for-good-things-can-happen-brands-need-to-be-famous\/","url_meta":{"origin":36993,"position":1},"title":"For Good Things To Happen, Brands First Need To Be Famous","author":"David Burn","date":"August 17, 2019","format":false,"excerpt":"Rory Sutherland is a deep thinker with the ability to cut through the bullshit. It's an uncommon trait, so let's pay close attention to the man's words. https:\/\/youtu.be\/hcO4VLd-xYA When asked what is the biggest challenge for Ogilvy (where he works as Vice Chairman) in the next 10 years, Sutherland coolly\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/08\/Rory_Sutherland_Speaks.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/08\/Rory_Sutherland_Speaks.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/08\/Rory_Sutherland_Speaks.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2019\/08\/Rory_Sutherland_Speaks.png?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":4834,"url":"https:\/\/www.adpulp.com\/hell_hath_froze_1\/","url_meta":{"origin":36993,"position":2},"title":"Hell Hath Frozen Over: Brand Guy Sings Promos&#8217; Praises","author":"David Burn","date":"February 11, 2008","format":false,"excerpt":"Roy Sutherland of Ogilvy suggests something one doesn't see every day: LET'S PUT SALES PROMOTION AT THE HEART OF THE AGENCY Sutherland points out that our focus on brand building has a wicked aftertaste and argues that brand building ideas are not the same as behavior changing ideas. And the\u2026","rel":"","context":"In &quot;Promotions&quot;","block_context":{"text":"Promotions","link":"https:\/\/www.adpulp.com\/category\/promotions\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7765,"url":"https:\/\/www.adpulp.com\/cannes_is_for_c\/","url_meta":{"origin":36993,"position":3},"title":"Cannes Is For Closers","author":"David Burn","date":"March 30, 2010","format":false,"excerpt":"The New York Times and Adfreak are highlighting this self-promo campaign from Ogilvy One. Ogilvy execs apparently believe that salesmanship is a lost art. One they intend to find and revive. Rory Sutherland, vice chairman for the British operations of Ogilvy & Mather, said, \"There's an interesting case to be\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":36555,"url":"https:\/\/www.adpulp.com\/keith-cartwrights-creative-audacity\/","url_meta":{"origin":36993,"position":4},"title":"Keith Cartwright&#8217;s Creative Audacity","author":"David Burn","date":"March 27, 2021","format":false,"excerpt":"Keith Cartwright is the President and Chief Creative Officer of CARTWRIGHT, a new WPP backed creative agency located in Los Angeles. The agency is working to form a new paradigm for how creativity is injected into the corporate body. In this Campaign Chemistry podcast from Campaign US, Cartwright explains. 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