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Welcome to the Naïve Advertising Asia Blog / Marketing Asia Blog.

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Monday
Aug152011

Why are so many clients in Asia unloved and unwanted?

In our travels through the agency world in Asia we often encounter a situation where client and creative department have become estranged.

In short the love has gone (if it ever existed in the first place).

It starts with the creative 'stars' who have tried and failed to make any impression on a client who, stubbornly resists their brilliant creative thoughts, and undoubtedly award winning ideas.

The recalcitrant client is then quickly dropped by the creative director, who moves on to focus on more productive and 'enlightened' clients. And so on down the food chain, until it lands up at either the solid uncomplaining creative team who are clinging to their jobs; a relatively junior team who are pleased to be working on anything or the freelancers who can't complain and just get on with it.

Trouble is, these clients marketing in Asia are often the ones who pay the bills; serious revenue that big agencies can't afford to lose. So when the client senses this lack of attention and kicks up a fuss, the big guns are ordered back onto the business and our unhappy client is smothered with love once again.

But of course it seldom lasts, passion quickly fades and the whole cycle begins again.

Perhaps there is an opportunity using creative marketing to reach out to these spurned clients: if only you can find the creatives to love them.