For obvious reasons I’d better keep this anonymous, but I’ve fairly recently heard some war stories from inside a non-specialist agency pitching for an asset management client.
It’s been pretty fraught, and as you’d expect a lot of the available time has been wasted on getting up to speed with how this difficult and complex industry works, who the target audiences are, what sort of brand promises can be made (and kept) and what restrictions are imposed by the regulator.
But beyond all these issues, most of which I suppose are the sorts of things that arise when an agency starts work in any unfamiliar sector, what’s really struck me is the sheer difficulty of finding a strong creative solution. All the above issues apply here too, of course, but there are others that present specifically creative challenges.
Of these, two in particular stand out. The first is the intangibility and invisibility of the whole subject (or at least of 99% of it). If you’re advertising a beer, there’s a reasonable assumption that you’ll show someone drinking it, or pouring it, or going to a pub, or whatever, You may not: but you always could. Similarly, if it’s a car, I wouldn’t be amazed to see it being driven. But what does an asset management look like? Nothing, that’s what.
Then second, there’s the whole.business of uncertainty and unpredictability, which make it more or less impossible to focus on any kind of end benefit. We may not want to show someone using our shampoo, but we’re almost certain to want to show someone with great-looking hair. What does someone with great-looking asset management look like, especially on a day the market’s down 10 per cent?
There are plenty of other problems to overcome, but even setting all of them aside these two make it unusually difficult to identify fruitful territory – especially fruitful visual territory – in which to base your creative approach.
In my agency days, I always used to tell clients (or rather, prospects) that they should appoint specialist agencies like mine to solve problems like these, rather than mainstream agencies which – however talented – would struggle even to understand why they were finding it so hard, let alone to identify a solution. But I always suffered pangs of doubt about whether the mainstream agency people were so talented that it would be worth working through the pain so as to get through, in the end, to the sunlit uplands of a great creative solution.
My recent insight into a non-specialist pitch has belatedly eliminated such pangs. You’ll never get to the sunlit uplands if you can’t find a way out of the boggy marsh down at the bottom of the slope.