Hey! Teacher! Leave us kids alone! – The famous lyrics by Pink Floyd ring so true in the world of creativity. I have my take on it, Hey! Clients! Leave the creatives alone! Adopt a Hands-Off approach. It is a well-known fact within the advertising agency circles that many disgruntled creatives, who were once fearless and expressive of their ideas, seem to have lost that enthusiasm and creative spark altogether. This is largely because there is so much pushback from the clients on ideas and concepts, that the creatives feel that their creative freedom and judgment have been severely doubted. When creativity gets curbed and stifled in this manner, things naturally head downhill.
To really do justice to the world of creativity, we need to know first and foremost what creativity is. The word “creativity” comes from the Latin word “creo” which means to make or create something. It was only in the 18th century during the Age of Enlightenment that the concept of creativity emerged. Today, people are confused about what falls under creativity and what does not. For instance, the now-famous artwork by Italian artist Maurizio Cattelan of a banana affixed to a wall with duct tape has less to do with creativity but more to do with creating shock value and absurdness.
What creatives wish clients knew:
It is important for clients to know that constructive criticism aimed at improving the quality of creative work is vastly different from a continuous barrage of opinions and POVs that are primarily aimed at demonstrating one-upmanship of the client over the agency. Even if that is not the case, it is best to trust your creative team to handle the job at hand and avoid unnecessary micromanagement.
Non-creative people, such as in those from the client servicing side, need to respect the thin line that differentiates them from improving a creative discussion and one that deteriorates it.
Let us delve into what as a client you should not do and what you could do to help create a better equation with the creative agency.
Micromanaging your creative team can lead to disaster.
As a client, it is natural to want to be involved in every step of a creative project. After all, it is your brand, your vision, and your money. However, the best way to ensure a successful outcome is to trust your creative team and let them do their job.
Why Micromanaging Hurts Creativity
- Stifles Innovation: Constant oversight can inhibit creative thinking. When creatives feel pressured to meet specific expectations, they may be less likely to take risks and explore new ideas.
- Slows Down the Process: Micromanaging can significantly slow down the creative process. Constant back-and-forth communication and approval cycles can delay deadlines and increase costs.
- Damages the Client-Creative Relationship: Excessive involvement can strain the relationship between the client and the creative team. It can create resentment and mistrust, leading to a less collaborative and enjoyable working experience.
The Benefits of Hands-Off Approach
- Enhanced Creativity: When creatives are given the freedom to experiment and innovate, they can produce truly groundbreaking work.
- Increased Efficiency: By trusting your team to manage the project, you can streamline the process and avoid unnecessary delays.
- Stronger Client-Creative Relationships: A hands-off approach fosters a more collaborative and respectful working relationship, leading to better outcomes.
How to Empower Your Creative Team
- Set Clear Expectations: Before the project starts, clearly communicate your goals, budget, and timeline.
- Provide Constructive Feedback: Offer feedback that is specific, actionable, and positive.
- Trust the Process: Once you have set the parameters, trust your team to deliver exceptional results.
- Celebrate Success: Recognize and reward your team’s hard work and achievements.
By following these guidelines, you can empower your creative team to produce outstanding work that exceeds your expectations. Remember, the secret to a successful creative project is to trust the process and let creativity flourish. As we move into 2025, let us start afresh with a new way of working collaboratively.