As much as you’d love consumers to be infatuated with your charming sales pitch, understand that, at the end of day, they simply want to solve a problem.
But, don’t expect the agency to understand the problem if you are handling them a rational task. Let’s give them an inspiring problem to solve, an insight or something juicy to get their hands on and dig in completely. If you are passionate about creativity, you know you want to solve a problem differently and saying what everybody else is saying makes your brand a “ me too!”
Remember: You are not filling in a series of boxes. You are creating a document that hangs together as a whole. You are telling one story.
