How to make a client cry
It’s CreateAthon time at EGC. For the second year in a row, all of us at EGC donate 24 hours of creativity to several local charities. It’s something I look forward to every year for many reasons, some obvious and some not-so-obvious.
First, the feeling of helping someone is extremely gratifying. We see the strain on the faces of the good people whose careers are to run these charities on shoestring budgets and lots of hard work, which inspires us to work harder and think harder. Plus, the dynamic is entirely different than doing advertising intended to increase profit or market share. It’s more emotional than cerebral.
Another observation is that CreateAthon is a great team building experience. It takes people out of their usual routine and puts them into a different role. I think it also builds respect for the creative process—something that any Creative Director has got to love. Lastly, it’s an opportunity to show off, which begs the question: Why can’t every project be handled like a Pro Bono assignment? We still approach it strategically, we still want results and we still keep the client’s best interests in mind, so how is it different?
Well for one, we begin the process with a fresh new perspective and an open exchange of ideas. This can only result in honest, inspired work. In my 24 years in advertising, I thought I’d seen it all, from applause to laughter. This time, however, was the first time I ever saw a client cry after seeing an incredibly well written, impeccably art directed campaign that absolutely “nailed it”. Now you know why I love CreateAthon.
