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Transparency? What’s That?

You run a business, and you’ve decided to do some marketing. Good for you! You’re putting your hard earned dollars out there to get more hard earned dollars.

But did you know there are people in marketing land who don’t want you to actually talk to the person creating your content?

Oh, did you know there are Creative people out there who don’t want to talk to you because they just want to sit there and create your content?

Yes the advertising world is a bizarre place, and I have yet to understand it even though I live here. The Account Execs want to be your one and only point of contact.

“Talk to a person in Creative??” they say. “No no no. That can’t happen. Those folks are much too quirky and weird. They’ll blow the account for sure!”

And the people in Creative? “Talk to a client??” they say. “No no no. That can’t happen. Clients are scary and I’m not good with people. I’ll blow the account for sure!”.

It’s a bit like how the auto repair industry used to be. There was a person at the front desk ready to take your keys and let you know when your car would be fixed. But what about talking to the mechanic? The grease monkey actually looking at your car and finding out why it makes that god awful grinding noise every time you turn left?

Yea, that didn’t happen.

Now? Well now the mechanic WILL come talk to you, explain what’s going on…and even show you pictures! It’s called transparency, and not only is it good for the customer, it’s good for business. Everyone is accountable, nobody is hiding behind any doors, and (hopefully) nothing shady is happening back there with your car.

Advertising people haven’t quite caught on yet. They like their doors firmly shut. Why? Insecurity. Fear. Laziness.

I hope the ad folks catch on one day.

As a writer, I love talking to my clients, finding out what they need, and then delivering on that. I go through fewer revisions, less headaches, and more clients stick around because of it.

So my humble advice to all?

If you’re going to advertise…speak to the person making your ad. It’ll just go smoother and you’ll be happier with the product you get.

Ad Execs…trust the Creative folks with your baby. They won’t drop it.

Creative people…the clients aren’t scary. They’re interesting, fun, driven people who keep our economy running.

Everyone, meet everyone.

Isn’t transparency fun?