Creative work in pharma can't win a pitch, but it can lose one. So how should clients judge work that might never run anyway?
The slightly dark art of client services.
What would be the skills 'creatives' look for in account people if we had the choice? And would a client's reply to 'what makes a great account handler?' be the same as an art director's or a copywriter's? These are just some of the important questions I pretty much never ask myself unless writing a... Continue Reading →
When your concept is taken Hostage
So you have a great idea and you're all excited to present it, this could be the big one! The meeting goes well enough, they like it, you high five anyone who's passing the meeting room. A couple days pass and then come the list of amends. They've shown some key stakeholders, they've shown their... Continue Reading →
The Bieber guide to pitching.
The approach is this: You simply do whatever you need to, present the kind of work you suspect they will like and then get the client round to an idea you like once they are through the door and you are fully appointed. So why Justin Bieber? Think of it like dating. If you want... Continue Reading →
Crash. Burn. Adapt.
When I first started as a Creative Director in Pharmaland I had to present some ideas to one particular client. He was new in the role too, just flown in from America, very senior and everyone was in awe of him. This meeting was a big deal. So I duly gathered my shiniest and cleverest... Continue Reading →