Years ago, I was at a production house working on a commercial and overheard a conversation in the kitchen area. A couple of editors were complaining about clients, and I joined in, eager to commiserate. I don’t know how much time had passed before I realized that to those people, ad agency creatives are the clients.
I was a client.
It was an odd feeling, but it helped me grow as a professional and learn to look at things from another point of view. It also helped me take feedback more graciously and give it more constructively.
Taking feedback as a creative can be tough. Coming up with ideas takes time and effort. Sharing those ideas takes vulnerability. Having those ideas torn to shreds once you present them to the client takes it out of you.
But if you can’t take it and have the resiliency and optimism to come back with stronger ideas shaped by that feedback, you won’t make it very far in this business.
The feedback process is part of the creative process. Here's a bit of advice that creatives – current and future – may find useful.
See the Client. Be the Client.
Clients are not out to get us or to make our lives harder. They’re out to make the work better. That’s why they hired us, and it’s also why they give feedback. But if you want them to see things your way, you first need to see things their way. (It helps when you think of yourself as a client.)
To truly understand the client's perspective, try to think about the bigger picture – their business. What are their main goals and challenges? How does your work fit into their overall strategy? By considering these factors, you can better appreciate their feedback and the reasons behind it. Additionally, putting yourself in their shoes can help you anticipate their concerns and proactively address them in your work. This not only makes the feedback process smoother but also demonstrates your commitment to their success. Over time, this approach can build stronger, more collaborative relationships with your clients, fostering mutual respect and trust, and helping you both avoid a great many unnecessary headaches.
In-Meeting Feedback vs. Post-Meeting Feedback
We’re all human. How we react to feedback has a lot to do with how and when it’s delivered. When it’s given during a presentation or meeting, in general, it’s okay to ask to get back to clients once you’ve had time to digest it. One tip here is to repeat the feedback to them as you heard it to be sure you clearly understood. If you can address it simply in the moment, great. But don’t try to “fix” everything in the moment as it can come across as dismissive, or at times, even argumentative.
Taking time to process feedback allows for more thoughtful and effective responses. After a meeting, review the feedback with your team to ensure everyone is on the same page. This approach can uncover different perspectives and ideas on how to address feedback constructively.
Engaging with the feedback in this way fosters a culture of openness and continuous learning within your team, ultimately leading to better client relationships and higher-quality work. Then use your account team as partners and sounding boards to discuss how well the feedback has been addressed.
Partner Up With Your Account Team
Speaking of the account team, I worked closely with a team on every one of the projects I’m most proud of in my career. The best account people are neither yes men nor guess men (or women). They don’t exclusively play devil’s advocate or guess what they think the client will want. The best account people know their clients, ask the right questions and help us sell ideas by solving problems.
Involving the account team as early and often as you’re comfortable with can ensure client desires, and their feedback, are more effectively integrated into the work. They can provide critical insights and context you might not be aware of, and regular check-ins will keep everyone on the same page and prevent miscommunications down the line. This partnership not only strengthens the client-agency relationship but also enhances the overall quality of the work produced.
Using Our Words Is Hard
When a creative idea is shared, it can be difficult to imagine exactly how it may come to life, and it’s impossible to know exactly what the results will be. So naturally, clients will have questions and concerns. And often, putting those questions and concerns into words is difficult. It’s work, and we should respect their feedback the way we want our work to be respected. You’re bound to get the occasional “Make it pop” or “Make the logo bigger,” but take it in stride. Try to get at what they think will be accomplished by what they’re requesting, that way you can address that concern in the way you think solves it best.
Not all clients are eloquent or delicate with feedback. But this is one instance where clarity is better than kindness.
Don’t take client feedback personally. We’re all guilty of it from time to time, but it’s important to remember your ideas are not you or your self-worth. They’re also not perfect, no matter how sure you might be that they are.
Don’t be defensive. Be demonstrative with the next round of work and show that you understand your clients’ business problems and know how to solve them.
Don’t just give clients what they asked for. Give them what they asked for in a way they never saw coming. Give them what they asked for and then some.
Embrace Client Feedback, Address Client Feedback, Repeat
If you truly welcome feedback and listen intently, clients will notice. They’ll feel heard. They’ll be more invested in the work. They may just want to work with you on every project.
So embrace client feedback, address it thoughtfully, and you know, make your client relationships pop.
Have suggestions for addressing client feedback? Are you a client not feeling heard by your agency? Let us know about it.