Relationships with intention
I am going to write what many will feel is trite - being passionate and caring about the client and the brand.
Wait. In advertising, one just needs to be super creative. Yes, but daily, after 35 years in the ad industry, I see ideas used through the years used again. What does Ecclesiastes say? “What has been will be again, what has been done will be done again; there is nothing new under the sun.” It is wash and repeat with a new twist.
These creative ideas are important, hugely important, but I believe even more fundamental is caring about your client and the brand. Trite, right? I told you.
Yet, I learned from my Dad at an early age that it is always the relationship first. A colleague of mine mentioned the other day that business is always done person to person at the end of the day. Really? Is that true anymore? I used to believe it. That is who C+S has always been. Our core values state that we have a high level of dedication to each other, our clients and our projects. I even remember adding that bullet point at a team meeting after being told by yet another client that, “I think you care more than we do.”
Emerging from Covid, our clients said they no longer came downtown (which made it easier to move out of downtown at the end of 2023). In fact, our clients were not only spread across the country more than ever, but the c-level people within a company were spread across the country. That and the fact everyone is too busy - too busy for coffee (locally), too busy to connect except when the job is imminent and/or we are on deadline, too busy to plan better strategies even if this may ultimately save money or time and make a better ‘product’.
I believe for great advertising to happen it starts with great relationships which is why I think being passionate and caring about the client and the brand is fundamental.
How does one do that in today’s world? It takes intention. What does intention look like? For me, it means pausing to think about the person (or people) that will be in the meeting, on the call or zoom before the meeting. Getting my head and heart right to listen to them personally first, project wise second. It means re-writing me emails before I send them so that it is not just business points. It is questioning my motivation behind my action. Actions can look good, but the motivation can be for self promotion, self preservation, due to fear, etc.
I remember when I started in the industry there were two amazing producers that always, always spent the first five or so minutes catching up personally. I always felt special and great the rest of the day.
Here is to seeking clients who want to be intentional about building relationships as well as collaborating and creating together!
Heidi Habben | Owner
CRASH+SUES