One of the biggest frustrations in advertising is how much the proposal changes with each stakeholder. Everyone thinks they know what the client wants and they continuously change their ideas only to realize that the client has a very different direction in mind.
I remember this campaign where it involved everyone from the client’s marketing manager, to its director, VP, and even the GM. The process included several rounds of changes and with each round each person involved had their own ideas and input. After numerous changes implemented by our creative team, the film was finally ready to be shown to the GM for final approval.
The GM took one look at the film and asked, “I like this idea, but maybe we should go in a different direction.” We all looked exhausted and deflated by that time.
The problem wasn’t that the GM had his own views, but that he didn’t follow the series of adjustments, and was not able to understand the logic behind how we came to the final idea. To add to the frustration, we weren’t able to bring up the previous ideas to explain the whole creative process. The room was tense and in the end, we had to find another time to go through the presentation with the chairman — pushing back everything.