The Art of Client Service

Chapter 10Always Manage Client Expectations from the Outset

A creative director and I were presenting some concepts for a print ad to a client we really liked. Although this client had limited experience working with agencies and evaluating creative, he was smart, knew what he wanted, and respected our work.

We presented three ideas. The client responded positively to all of them, but was absolutely passionate about one particular approach, which relied on an illustration for the visual.

The creative director, who also was an art director, had done a little sketch of the idea he had in mind for the illustration. The client positively loved that sketch. “It's the perfect payoff to the headline,” he said. “It's witty and charming.” The creative director also had brought along examples of the work of the illustrator he wanted to use to execute the sketch. He showed the examples to the client.

The client wasn't wild about the illustrator, and he had a pained expression when we told him the cost. Still, he said, “You're the experts. If you say she's the right person to do the job, let's spend the money and go with her.”

This story should have had a happy ending, but it did not. The client was bitterly disappointed with the finished ad. To him, something was lost in the translation between concept and execution. “This just doesn't work for me,” he said. “It was great when you first showed it to me, but the finished ad just doesn't work as well as I thought it would.”

It was especially ...