¡¡¡ QUÉ GUSTAZO !!!
Los que conocen “lo mio”, este negocio, sabrán no ya apreciar sino degustar cual refinadísimos gourmets la carta que a continuación voy a reproducir, obviando nombres y empresas. La acabo de enviar hoy a un capullo para el que llevamos 6 meses currando sin haber facturado aún un miserable Naira. Para un capullo que nunca dió un briefing porque no sabía ni cómo hacerlo. Para un capullo que decidió cambiar ese inexistente briefing y un trabajo fantástico que le habíamos realizado (creativamente) hasta el momento, por un “truño creativo” de su propia invención. Para un capullo que con semejantes antecedentes, sin nunca haber realizado acción de comunicación alguna (salvo un folleto), se permite, ¡¡a mi!!, darme lecciones (de “lo mío”) en su mail. Mail que también reproduzco ya que mi carta responde a ese mail -también pongo mi primer mail en respuesta al suyo-.
¡¡Pero QUÉ GUSTAZO cuando se da un momento, una acción, como ésta en tu carrera rpofesional!! Ocasiones que se dan ontados con los dedos de una mano (y aún me sobran dedos).
El Viajero Accidental
1er. MAIL / Cliente:
2do. MAIL / Mío:
Good morning XXXXXX,
No need to be agitated.
I have a quite busy day today but I will try to formally respond you either today or tomorrow.
MI CARTA (No la traduzco, I am sorry)
|We refer to your mail on the above (received yesterday, 24th. October, 2011) as well as your “edited” copy of the Aerotek TV Commercial. We must say that we are not agitated but deeply disappointed with your response and action.We boldly declare that our Advertising Agency has for close to three decades been a respected and succesful Advertising Agency in this country, Nigeria. Thus, as we are the experts in our field, we are able to offer our clients sound, tried and trusted professional advice that will at the end of the day, help client to achieve her marketing objectives. What we cannot claim to be or ever try to be is an expert in your field of Engineering. We therefore demand some respect as an expert in our chosen field.In essence, what we are saying here is that an agency/client relationship is built on mutual trust and respect. This we have observed is lacking here.
First and foremost, quite against our practise but with great enthusiasm to partner with you on the launch of your brand, we had gone ahead to spend close to six months on a project for which there was neither a written brief nor a firm commitment from client. During this period, we have continued to give freely our expert advice, spent unquantifiable precious man hour and resources without looking back once. This was based on Trust.
Secondly, we have agreed to co-opt client’s “me too” idea despite the fact that we strongly believe that a shock effect is what is needed, especially in a saturated media environment, to achieve our set objectives and we told client this much. We took it upon ourselves to make an ideal commercial out of the concept that client is so fixated upon inspite of our advice. This is respect.
What we are able to do because of our years of experience is to see clearly a finished TVC even from scripting stage. That is why we know how many words to put in a commercial; the difference between an informercial and a commercial; how many frames; what is ethical and what is not, what will be approved and what will not; what will sell a brand and what will not. So many other factors are considered in putting together a TVC. This is our field of expertise and not yours. What you consider a wisely edited TVC script is exactly what it’s not.
With all the above, we must say that as much as we would have loved to be your partner and I believe you can trust this statement after being close to six months trying to develop a professional and talented work for you and Aerotek. We have come to a point that forces us to take the decision of not jeopardizing our professionalism, as it seems you are not in the disposition to take any serious and committed professional advice on this field (at least from us).
Therefore we would rather not continue to waste both our times and resources on this Project. Please bear in mind that all materials we have produced for you on this Project remain our copyright and should not be reproduced elsewhere either wholly or partially.
Wishing you all the best.