Why are clients so thick? Not all clients, of course. Those who
live at the very top of the corporate ladder seem to be
smart ... sometimes.
There’s also youngsters - good brains but too green to participate.
However, I’m talking about the bulk of blue suits in the middle. OK, now
I know this sounds like something every creative would say, perched on
his pedestal, doing the prima donna quickstep. But the fact of the
matter is most of the clients I’ve worked with have no more than 27
working brain cells - and 26 of them are gainfully employed making sure
the poor sod doesn’t piss himself in public.
They want to art direct shoots themselves - from their office miles away
- driving directors to homicidal rages. Or insist on inane copy changes
that justify their existence (after all, anyone can write, right?) And
to think, it all started so well. You were awarded the business,
thinking, ’These chaps are all right’. Then, after two meetings and one
nauseating lunch you ask yourself, ’How did such mind-numbingly stupid
people get into the position of evaluating my creative work?’
Well, I’ll tell you - they were the best candidates their bosses would
hire. Indeed, why get in a replacement when you can get a
logic-challenged, arse-kissing moron to do the day-to-day crap. Then
they wonder, ’what went wrong?’ when they see the shite their Labradors
The Labrador, of course, blames it on the agency. The agency then works
double time clearing up the mess as best they can, covering tracks and
blaming everything on ’poor communication’.
End result: the work is shit. No book pieces. No awards. Less
The account eventually ends up for pitch. Worse still, there doesn’t
seem to be a damned thing we can do about it. Except, of course, become
a shoe salesman for Clarks ... which sounds more attractive every day.