Hamad explained how Unbranded starts off by being “honest with absolutely everything” with its clients to build that respect. “A lot of the time breaking down that barrier is one of the hardest things but once you have it, it’s easy to get whatever you want out of the client later on down the line.”
Reflecting on his career working at Weetabix, Gareth Turner explained how the brand had a “yes if” approach rather than a “no because” approach when it comes to creativity. For example, with the idea behind the ‘Beanz on Bix’ campaign, it was “yes, if you can show me it’s not going to damage our taste credentials. Yes, if it’s not going to cause us problems”.
Ultimately, the idea came from “strategy, mixed with a bit of bravery”.
In times of crisis, the best partnerships can be formed in the toughest times. Bolser was working with KFC when the company had run out of chicken in the UK, which led to some chicken loving customers even resorting to calling the police to show their dismay.
“We found out about this on a Friday and we were all in the pub,” explained Ashley Bolser. “It was an absolute disaster.”
Over the weekend, the agency pulled together to redo KFC’s website, showing the importance of partnerships. “We did that out of an understanding that this was a desperate time for our client and if we didn’t step up, if we didn’t do this work, they were going to be in even more trouble.”
For Tori at CreativeRace, going the extra mile for clients is not just about being there in moments of crisis but also being on top of trends and the competition. With clients such as Asda and Greggs, the agency works proactively to figure out what’s next for each brand.
“It is all about understanding that marketplace and helping them through whatever the peaks and troughs might be….