There are few industries as notorious as advertising for long-windedness. We ad people have the gift of the gab, don’t we? Even when we preach single-minded messaging in the ads we build.
I don’t get a two-page contact report after I go to the dentist. The guy that changes my oil doesn’t go on for an hour about how he approached and solved my problem. As a customer, I just want my teeth cleaned, my oil changed, and get on with my day.
And yet, I think there’s a fear in agencies that if we don’t rationalize everything we do, explain our thinking each step of the way, we get devalued as ‘pretty picture factories’ with no strategic underpinning.
I’d sure like to hear from clients on this one – what are your expectations regarding your agency outlining background and rationale?