By Solomon C. Robert
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We had agreed there would be only minor changes, not massive ones. Third, the mistake doesn’t affect the content of the promotion. It’s a stupid mistake, but not a fatal one. ” She had it later that day. In it I apologized again for the mistake, and meticulously reconstructed how it happened. I also pointed out that if our clients refuse to adhere to the steps we use to ensure the work is done right, and the work comes out wrong, the agency surely shouldn’t have to pay for it. After some back and forth on the phone with Leslie, with her boss, and with the product group, the client grudgingly conceded the agency wasn’t truly at fault, and did not ask us to pay for the ad.
Key fact 2. Problem 3. Objective 4. Key benefit 5. Support 6. Tone 7. Audience 8. Competition 9. Mandatories “That’s it,” he said. ” Before he stomped out, he added, “And stop writing these things on your own. ” Now, this creative director could have gone to any number of account people at the agency, but he came to me. I didn’t know whether to be flattered or insulted, but I guess he chose me because I wrote the longest briefs of all. I’d also like to think it was because he saw there was hope for me.
We were struggling with the rum’s dark color. “People think of rum as being clear,” said one of my colleagues. “I don’t know,” I said, “I don’t think rum is supposed to be clear. ” One of my colleagues replied, “That’s it! ” We used it in our advertising. Our client loved it. Another time, this same group of colleagues and I struggled to devise a name for a customer loyalty program we were developing for Polaroid. The reward for using Polaroid cameras and film was going to be frequent flyer mileage.