Skip to content

Kimberly Clark

K

Interviewee

18 Creative Director

Team Disadvantages

0, 2

Project Outcome

Control

Industry

Home goods

Location

New York

Team Risk Tolerance

Medium-high

Team Dynamics

TeamDynamics_FunandProductive

Company

Kimberly Clark


There's probably a quorum of about four. Whenever we have a meeting with them, there's usually four and they're usually the same four people. [1638]
In house, there's us, the creative director, and the executive creative director and then Ty. [1639]
They're pretty good. They have what they think is okay, but they're actually...I would say they're reasonably risky. They're willing to take a risk because they know, they're in a situation where they need to, they haven't made a commercial in 5 years and they have a very good product, but they don't...they just need to break through some of the clutter. They're willing to be a little bit more risky than I think some other clients might be. [1641],[1640]
Yeah, both, actually. We have no budget. We have a very, very small budget and we've actually run into some problems with that in overages and stuff. But time, they've actually been okay with. It seems like...although I say that, and things have actually been very, very crunched, but they're also very good at making decisions, so it's like as long as there's someone making decisions, you can move that fast. It's been very tight, but it's been okay. [1644],[1643],[1642]
Really good. They're good. They're very open and they're very good at giving feedback in a way where they don't tell us what to do, but they tell us where they're coming from. I think we have a good relationship with them because we understand they're not just saying oh we don't like the idea, or oh we don't think this...they never say no directly. They ask a lot of questions, which is good because it allows...and we ask a lot of questions. There's more of a dialogue with them than just them dictating one thing or the other. [1648],[1645],[1646],[1647]
The account team relationship is okay. Sometimes we have a hard time with them supporting decisions that we're making. We need them to go to bat for us and then they freak out or they don't give us the support that we need to do. In those cases we usually end up having to go a little bit above their heads sometimes, which sucks. We don't wanna have to do that either, but if we need something. That's been one of the only issues that they don't give us all the support we need sometimes. [1649]
I think, actually, if I could say one that was an inspiration on that thing it was probably the name more than anything else. Also, I will say, on the attitude of the client was really inspiring because they talked about it like that. They really believe that about their brand, which was really neat. [1650]
It's been good. This is their first ad on TV in several years so it was kind of big deal for them to be doing a new TV ad. We did go through a lot of different ideas. We had a big presentation, I think it was July or August, I think, where we presented an idea that we loved, internally, myself and the creative directors and the account team and really everyone internally loved this particular idea and we presented it and in the end, the client really didn't want to take the risk that they needed to take on it so unfortunately that idea didn't get sold. But we did sell another, different TV spot. [1147],[1146],[1148]
Considering the budget has gone through soo many overages, we had a really small budget to work with and there were things that happened on the set like bad weather and things like that that caused the budget to go over. [1170]
Yeah, for the same product. It's a script that we like and we had a great experience with the directors and their production team and actually shooting it was really cool. Our producer, internally, was great. It was one of the more fun shoots that I got to go on. Everything has been not that bad. It's been pretty good. [1172],[1171]
Yeah, for the same product. It's a script that we like and we had a great experience with the directors and their production team and actually shooting it was really cool. Our producer, internally, was great. It was one of the more fun shoots that I got to go on. Everything has been not that bad. It's been pretty good. Our creative directors have been actually helpful and good and there's been minimal hiccups on the project I think. Considering the budget has gone through soo many overages, we had a really small budget to work with and there were things that happened on the set like bad weather and things like that that caused the budget to go over. General timing and stuff but it's till been pretty cool, fun project. [1151],[1149],[1150]
They tested story boards a while ago before we shot anything. They wanted to make an animatic and we pushed back and said no. We didn't think that would help test the idea so they agreed to test the finished commercial. So that's what they're going to do. [1152]
I think they did, yeah. Wait, did they test it? I'm trying to remember. Yeah, they did but they tested a different version than we had originally presented. The idea that we had was difficult to test because it was something new that hadn't been seen before so I think it was difficult for people to get. [1153]
This one was also one that changed brief. The brief had changed. I'm trying to remember what it was originally. I think it was like, we need a new paper towel spot. It think it was pretty vague in the beginning. I remember that they wanted us to talk about how, or stick into the ad somewhere that people now live in their kitchen. People's kitchens now are a hub for family life and modern kitchens tend to be very open and everyone passes through there. They call it the living kitchen so they wanted the living kitchen to be part of the idea and then they had other things that they wanted to communicate, that the paper towel was cloth-like and soft and strong. It's unlike any other paper towel out there. [1154]
After our first presentation, they decided to change it. It was vague. [1173]
After our first presentation, they decided to change it. It was vague. I don't know if it was the fault of our planner or if it was the fault of the client. Could have been both. So then I think we finally got them to narrow it down what exactly they wanted to say. I think they focused more on cloth-like, soft and strong. The other pieces of it are implied pieces. [1155],[1156]
Yeah, the budget, we definately went over the budget. [1157],[1174]
When we were on set shooting it, they had to approve an overage of $14,000, which was a lot for them, I guess. Our shoot day was a hour and a half longer than it was supposed to be originally because of weather. We were on the set and they approved it on the set. I was there when that conversation took place but I wasn't involved in that conversation, it was really just the producer and the account person and the client. I heard that they were okay with it. They said either we finish this spot or we don't. We need these extra shots. [1158]
In general that's how it's been the rest of the time with them approving other overages. Like them realizing we can't finish this spot unless we do this. We need this done. I know we have had some problems. They have a cost consultant who works with them and costs, overages have to be run through him as well so I know he's pushed back of a few things more so than the actual client has. We've been able to convince him somehow too. [1159]
In this case, it was the producer. She talked him through why the overage occurred and explained how it wasn't our fault that it occurred and all this stuff. So it was her. [1160]
Our original brief was sometime late summer I think and our deadlines have been pushed back a little bit. The shoot itself, from the time the idea was approved until the shoot, we didn't have too much time at all. Our location scouting, if we had more than a few days to do it, because we probably could have found a better location, but everything came together in the end. [1161],[1162]
It's been pretty good. As far as the creative relationships have been really good, with the producers it's been really good. [1175]
It's been pretty good. As far as the creative relationships have been really good, with the producers it's been really good. The client has generally been okay. There were some conflicts between the producer and the account person that had to do with the budged. But it's really been minimal problems. [1163]
We had two spots that were part of a campaign for it and those two spots didn't end up getting made but they were all in the heads of people who want to make a mess but they feel restrained, like they can't. We took the family dog and another spot was a small child, another spot was grandma at the Thanksgiving table, she's taking these characters that are tempted to make a mess and for some reason they hold back. Now because they see that mom has those paper towels, she'll be okay with this mess, it'll work out. I guess the inspiration would have been that temptation, when something is soo pristine and great looking that you just want to mess it up. [1176]
Mm-hmm (affirmative). At times they were good and they're very nice people. We were a little bit dismayed that they didn't want to take the risk with our first idea. I'm sure that's for a lot of reasons. They're pretty reasonable and understanding people. They have been fairly easy going in the whole process and what they've asked for, in the editing process that we've been in recently, they haven't asked for anything that's not doable. [1165],[1164]
Good. Yeah. Except for, there was a clash between the account person and the producer but we were by standing. But otherwise everything's been pretty good. [1167],[1166]
My partner and I were in the room with the producer as she was talking to the account person on the phone and they got into a very heated discussion and the account person basically refused to budge and told the producer, you need to find another solutina and the producer was telling her, this is it, there is no other solution, you make this choice. Eventually they had to involve some higher up people in production and in accounting to straighten it out and they did. [1169],[1177],[1168]
Reference Tags
[1638] Decisive leadership,[1639] Decisive leadership,[1641] Risk compensation,[1640] Trust,[1644] Appropriate resources,[1643] Balanced workload pressure,[1642] Decisive leadership,[1648] Communicating ideas across domains,[1645] Risk compensation,[1646] Trust,[1647] Win-win conflict about ideas,[1649] Lack of organizational encouragement,[1650] Belief that good ideas speak for themselves,[1147] Compromising conflict about ideas,[1146] Insufficient Feedback,[1148] Risk compensation,[1170] Planning fallacy,[1172] Believes one has a hopeful path,[1171] Believes one has high agency,[1151] Believes one has a hopeful path,[1149] Compromising conflict about ideas,[1150] Great example - Team Dynamics,[1152] Compromising conflict about ideas,[1153] Compromising conflict about ideas,[1154] Scope creep,[1173] Vague goals,[1155] Scope creep,[1156] Vague goals,[1157] Lack of resources,[1174] Planning fallacy,[1158] Lack of resources,[1159] Believes one has a hopeful path,[1160] Decisive leadership,[1161] Planning fallacy,[1162] Resilience,[1175] Win-win conflict about relationships,[1163] Quick resolution of relationship conflict,[1176] Creative Confidence,[1165] Communicating ideas across domains,[1164] Organizing effectively,[1167] Organizing effectively,[1166] Quick resolution of relationship conflict,[1169] Communication issues,[1177] Quick resolution of relationship conflict,[1168] Quick resolution of relationship conflict

related tags

Sign Up and Start Learning

ABOUT ME
MADISON BARNETT
I get my inspiration from the fictional world. I’m a social geek. Completely exploit 24/365 catalysts for change whereas high standards in action items. Conveniently whiteboard multifunctional benefits without enabled leadership.
GET IN TOUCH
Quickly communicate covalent niche markets for maintainable sources. Collaboratively harness resource sucking experiences whereas cost effective meta-services.