Communicating with advertising agency :)

The funniest and most frustrating issue regarding the creative people in the advertising industry is that they tend to go realllyyyy creative in the concepts they come up with or in the art direction and end up missing & messing up the most important part which is to send the intended MESSAGE!
Client always ends up saying “I appreciate the creativity behind this work, but I will not pay for an ad that has a risk of people not understanding it!”.  Logical no? Especially that advertising is not cheap at all!
To understand more what I mean, below is a hilarious forward email I once received (it’s old i admit) that clearly illustrates the above:) Make sure it is read from top to bottom!!!

Situation :
Shannon (the secretary) has lost her cat and has asked David (the graphic designer) to help with a lost poster. This is their email correspondence………..
__________________________________________________________________________________


From: Shannon Walkley
Date: Monday 21 June 2010 9.15am
To: David Thorne
Subject: Poster

Hi
I opened the screen door yesterday and my cat got out and has been missing since then so I was wondering if you are not too busy you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon.  

 
 
 
 
 
 

 

 

 

This is the only photo of her I have she answers to the name Missy and is black and white and about 8 months old. missing on Harper street and my phone number.

Thanks Shan.

_________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 10.15am
To: Shannon Walkley
Subject: Re: Poster

Attached poster as requested.
Regards, David.

__________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 10.24am
To: David Thorne
Subject: Re: Re: Re: Re: Poster

Thats not what I was looking for at all. it looks like a movie and how come the photo of Missy is so small?

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 10.28am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Poster

Dear Shannon,
It’s a design thing. The cat is lost in the negative space.
Regards, David.

___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 10.33am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Poster

Thats just stupid. Can you do it properly please? I am extremely emotional over this and was up all night in tears. you seem to think it is funny. Can you make the photo bigger please and fix the text and do it in colour please. Thanks.

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 10.46am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Poster

Dear Shannon,
Having worked with designers for a few years now, I would have assumed you understood, despite our vague suggestions otherwise, we do not welcome constructive criticism. I don’t come downstairs and tell you how to send text messages, log onto Facebook and look out of the window. I am willing to overlook this faux pas due to you no doubt being preoccupied with thoughts of Missy attempting to make her way home across busy intersections or being trapped in a drain as it slowly fills with water. I spent three days down a well once but that was just for fun.

I have amended and attached the poster as per your instructions.

Regards, David.

___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 10.59am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Poster

This is worse than the other one. can you make it so it shows the whole photo of Missy and delete the stupid text that says missing missy off it? I just want it to say Lost.

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 11.14am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Poster

___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 11.21am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Poster

yeah can you do the poster or not? I just want a photo and the word lost and the telephone number and when and where she was lost and her name. Not like a movie poster or anything stupid. I have to leave early today. If it was your cat I would help you. Thanks.

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 11.32am
To: Shannon Walkley
Subject: Awww

Dear Shannon,
I don’t have a cat. I once agreed to look after a friend’s cat for a week but after he dropped it off at my apartment and explained the concept of kitty litter, I kept the cat in a closed cardboard box in the shed and forgot about it. A week later, when my friend came to collect his cat, I pretended that I was not home and mailed the box to him.
I have attached the amended version of your poster as per your detailed instructions.
Regards, David.

___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 11.47am
To: David Thorne
Subject: Re: Awww

Thats not my cat. where did you get that picture from? That cat is orange. I gave you a photo of my cat.

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 11.58am
To: Shannon Walkley
Subject: Re: Re: Awww

I know, but that one is cute. As Missy has quite possibly met any one of several violent ends, it is possible you might get a better cat out of this. If anybody calls and says “I haven’t seen your orange cat but I did find a black and white one with its hind legs run over by a car, do you want it?” you can politely decline and save yourself a costly veterinarian bill.
Regards, David.

___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 12.07pm
To: David Thorne
Subject: Re: Re: Re: Awww

Please just use the photo I gave you

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 12.22pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Awww


___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 12.34pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Awww

I didnt say there was a reward. I dont have $2000 dollars. What did you even put that there for? Apart from that it is perfect can you please remove the reward bit. Thanks Shan.

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 12.42pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Awww

___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 12.51pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Awww

Can you just please take the reward bit off altogether? I have to leave in ten minutes and I still have to make photocopies of it.

___________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 12.56pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Awww

___________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 1.03pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Awww

Fine. That will have to do.

SHARE THIS WITH PEOPLE YOU KNOW WHO EITHER WORK WITH OR DEAL WITH ADVERTISING AGENCIES …THEY WILL FIND THIS SOOOOOOOOOO FAMILIAR & HILARIOUS 🙂

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