Charged up: all synapses firing.

June 7th, 2013 Posted by Uncategorized No Comment yet

Clients can sure light fires.

Our method of choice, of course, would be along the lines of this emailed green light we recently fell all over: “All I can say is WOW!” wrote Andy Drennan of the Food Processing Suppliers Association, referring to our direct mail concepts. “Great work. Let’s get these into production.” Well, OK! What agency wouldn’t fall all over itself for an energizing client like that?

Those few words propelled the whole team at Adfinity into final copy and layout mode, doo-dad ordering, list tweaking, print prep, assembly, snotting (affixing said doodad with a suspiciously unhygienic-looking substance), applying over 1400 labels aimed at meat industry executives nationwide…and, wham, out the door and off to the post office. We were pumped. (Currently awaiting response stats.)

While we’re fortunate to be charged up by our favorite clients, it’s not always the case. I keep on my bulletin board, among the fortune cookie wisdom and goofy pix, a quote from BBDO co-founder Alex Osborn: “Creativity is so delicate a flower that praise tends to make it bloom while discouragement often nips it at the bud.”

Those are words every creative director, account exec, co-worker and client can take to heart if we want to see blooms. Or light fires.

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