Decisions. Decisions. Decisions.

That's three routes. Any more?

Clients…

…choose Route 1!

We put it up front for a reason: it’s really good but, crucially, it’s also the one that directly dealt with your concerns when we went through the brief with you. Look how you’re now relaxing in the chair. You’re even smiling! Brilliant. Route 1: the one that’s on the safe side of really good, that relaxes you. And, prepares you to…

…choose Route 2!

The least chosen option in any trio of concepts. Like The Empire Strikes Back, it’s the darker, edgier, middle one. It’s the one that emerged from the fringes of the brief. Exciting, huh? Yes - the Chairman is going to look concerned. It’s going to take a lot of buy-in. To give it the best chance, it needed to go after calming, reassuring Route 1. Critically acclaimed back in the design studio, Route 2 is the one that is going to raise eyebrows in the creative world. It also acts as a Bravery Index increaser to help you to…

…choose Route 3!

This is the agency’s preferred route and its been placed here to guide you towards its light. Route 1 relaxed you, Route 2 went far out, unsettled you and made you wonder where the edges of the brief lay.

Route 3 ticked the creative brief boxes and is instantly making people smile, like Route 1. It’s also edgy, but it’s not nearly as scary as Route 2. It has that drawing pin on the chair, level of discomfort – as opposed to wooden club on head.

So, after all that, which one do you choose?

From a client point of view, options to a creative brief provide empowerment and involvement. But, it can be made cynical using psychological tactics and positioning by the agency. Our advice is to remove anything between the agency and client that makes a process out of invention and creativity. An ongoing dialogue, less formal, more fluid, generates a far healthier relationship and response. This is the only real ‘route’ to choose.

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