WHAT’s THE PROBLEM
‘KEEPING AGENCY BUSY’ is one of the cardinal principle that the marketing managers operate with- or to sound politically correct USED TO . And in process if you could really do some ego boosting it takes the art to another level. There are many ways it can be achieved- Iterations- insights- dipstick or a New project.
‘White Paper Project’- where a vague direction is all that get shared with you and you are asked to provide the whole framework, this works the best in ‘Keeping the agency busy’. It in some way challenges the agency’s capabilities. The Agency feels l motivated enough to contribute. It’s really good for the agency credential, if it someday becomes a reality. And it does give Agency an opportunity to keep a special breed within the agency alive and satiated, the breed that specializes in verbal masturbation.
Normally in early 90’s , the role of Junior most executive in the servicing ladder was uplifted to creating those flimsies for projection or ensuring that the cardboard slide do not split open during the presentation. And the middle rung which I was a part of ran the day-to-day business. We were also responsible for creating e basic presentation which would be cleaned and bettered by the senior. A few enterprising ones like me would try to make a mark and pride ourselves on having the most updated information on competition and or the industry.
So I was working late into night, struggling to put a presentation to be made next day. The client in focus: a big Indian Business house with interest in Hotels, foods and tobacco. Jagdip Bakshi while leaving the office saw me and naturally enquired as I was in his group. I shared with him the issue on hand. How perplexed was I with no solution in sight (Poetry there) and a presentation that need to be created tonight. He read the problem statement and asked me to go home.
‘Are you out of your mind- go home- we have to make this presentation TOMORROW’ ( trust I could not use such a language with JB- but italics was what crossed my mind)
‘Who said we will not make a presentation. We will present tomorrow’ JB replied.
‘Presentation tera baap karega- mazak ho rahi hai kya– Kaisey’
JB asked as to who all would be attending the presentation and I shared the list that had all the highest and mightiest of the client. JB just smiled
‘Just ensure that you have the acetate sheets and marker pen with you. Some 10 of them and I will come and make the presentation’
This upward delegation at times is really helpful. Yet the tension remains. Ultimately it is your client in the era of 15% commission. So if there is a delay- it is your targets which get screwed. Anyway. I left for the day.
Next day, we reached the HQ of the client in the afternoon and were ready with the setup on the appointed time. In walked one after another- 3 or 4 senior members of the client team. It was easy to note that JB shared a good rapport with all of them.
Anyway- here is how the presentation was done.
JB gets up- takes an acetates sheet- and colour fully write ‘SO, WHAT’s THE PROBLEM’- lets say this was written all cap’s in RED- dark read. And he starts talking of the category and the brand. It helped as he had a long exposure to the concerned brand.
After some time of monologue- he takes a breather, changes the acetate sheet- there is expectation built in the room- and he writes this time in BLUE- ‘SO, WHAT’s THE PROBLEM’. On he starts with the economy- expanding tourism and business travel scenario and the opportunity it presents.
Soon, he would take a break an change the acetate. This he would do for the next 4 times or so. Each time it was like a pregnant pause with expectation. And what he dis write the same words ‘SO, WHAT’s THE PROBLEM’. Making it colourful by changing the colour of the text each time.
He finished his monologue and waited for the audience reaction. Someone said ‘So, WHAT’S THE PROBLEM’ . This was enough opening for JB. He said.
‘So, What’s the problem… it’s a question that we are also faced with… the problem is that instead of asking agency to present a solution or a direction to the question… this is special case as the client is not clear about the so called problem… he has gotten away by sharing a vague brief… which asks the agency to not only answer it but also to identify the problem.. we would be pleased to work… if you give us a problem… or even if you are willing to work together in searching or defining the problem’*
And that’s the problem. He switched back the projector lights and placed all the 7 odd acetates- which dimmed the projection- but the words on the screen- hazy- nor registering correctly- were clear. ‘SO, WHAT’s THE PROBLEM’
And it so transpired that there was no problem. The problem was actually agency working on a problem which was never there. Taking the brief and working on it- where it should have been questioning it.
*I do not have any recording of this monologue – but again can promise that the sum of the message being delivered was in similar lines.
Other in the series
● Thank You ● Rain Clause – I ● Lethal Combination ● APPETITE ● Puncture ● Adultery- the moment ● ASSET ● I am Sankar ● The Count ● Introduction ● Time Bomb ● Small Tile ● Shoot Report ● Sardar Khush Hoga ● Shoot At Mud Island ● Kaali Peeli Picture ● Upgrade ● Juhi Effect ● Power Of Punjab ● Out ● Two More ● Eleven Minutes ● The Cherry Win ● The Presentation ● Black Gold ● Buffered ● Continue With Client ● Not Fired ● One Less Decision ● The Ghost Of 35 Rani Jhansi Road Jhandewalaon ● Imported Art Card ● Banyan Tree Agency
