Investing in trust

AGKSPEAK

What I've liked
It's harsh. It's real. It's life "" unpackaged. I am referring to the Unicef commercial. I think it's one of the best commercials that I have come across in a long while.

What has impressed me the most is the way it manages to communicate a whole sea of messages by saying so little!

The commercial is fairly long. I haven't seen too many airings. So let me run through it quickly for all those who missed it.

It's a series of images of India's children "" happy, fortunate kids in schools, inter-cut with not so fortunate kids of the same age group trying to make a living for their families, instead of getting an academic education.

There is a schoolmaster's voice droning in the background, disinterestedly calling out roll numbers, not names, drilling home with every frame the cold, impersonality of the situation.

As each number is called, the children look up, the not so fortunate kids respond for a minute and then resignedly continue with their labour.

What is beautiful about the execution is that there is no overplay of emotion, no over dramatisation of the situation, the expression in their eyes is exactly as it is in real life "" in complete acceptance of the fact that the "luxury" of education does not pertain to them.

There is no music, in fact there is nothing unreal at all about this harsh reality which plays out in these 60 seconds.

And that is exactly what makes you pause and want to change their world.

What I've learned
Whose job is it anyway?
B Melbanck has been credited with the saying, "Don't keep a dog and bark yourself". Considering this astute remark was made way back in the 16th century, I guess the habit that provoked this, is not new to humankind.

It is an experience that I have come face to face with, very early on in my career. And as an agency head, I have watched my teams struggling with clients on this, constantly.

Leaving the job to the professional to handle is something that very few clients do gladly. And the few who do are rewarded, not only with good work, but also with the credit! And as an extra bonus, agencies start taking ownership for the brand, resulting in more appropriate, responsible yet memorable work.

I have three wonderful client experiences for the same "" Vimal, Rasna and Dhara "" clients who, right at the beginning of the relationship, gave us all the freedom we wanted.

I was able to appreciate this all the more, because in my previous agency I had the client's wife attempting to do the work of the art director!

It is possible for agencies to do wonderful work with and for the client. But it all begins with the client being willing to invest in "trust".

Like all investments, you do your research, you get as many opinions as you need, you listen to your intuition and then you put your money behind your choice.

Clients go through a similar exhaustive selection procedure before they decide on their agency. And yet after all this groundwork, some proceed to tell them how to do the job they have been chosen to do.

Little realising that when the relationship loses the "partnership" equation, it can only go downhill from there. I guess, trusting requires a lot of courage.

Because, if you bark instead of your dog, your dog is just going to fall asleep on the job.

agkbrandconsult@yahoo.com