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Listerine

L

Interviewee

103 Generic Creative

Team Disadvantages

0, 1

Project Outcome

Control

Industry

Health/wellness

Location

Sydney

Team Risk Tolerance

Low

Team Dynamics

TeamDynamics_Micromanaging

Company

Listerine


And the guys upstairs are just, just doing it. They just don't have, excuse the French, the Kahunas to come up, and say alright, sit down, this is the way we work. Its almost like a builder or an architect, was to only to go off the clients brief. He says alright, I want an archway here, of ten meters, but I want it really thin on the top. And the Architect goes, okay. And then he goes back to the site and says, make something that doesn't exist, because there's laws of gravity. The architect has to have the bulls to say, you know what, it can't be done, simple, that's not that way we work. You give us a kind of feel, we draw something up and we do that a little bit, and then we get somewhere. I don't think they see our value. It's getting silly, it's getting really really silly. [5206]
I don't think they see our value. It's getting silly, it's getting really really silly. [5214],[5215],[5217]
We got an over prescriptive client. [5216]
We got an over prescriptive client. That feels like a three year old that just wants everything. [5205]
It looks exactly like the adult bottle which is silly. It's got a kid of alright name called Smart rinse. We wrote some really great stuff and an idea of doing a really innovative comic called Tornado Tom which was going to happen, it was only doing to be distributed orthodontist and dentist place, and it was going to be like collectable and stuff. Done by really awesome kind of comic book drawing kind of guy. And they just shot it down, one by one. It's now just an ad, and they've gone entirely to the dark side, the print will be an advertorial. So it will have an oral care... [5210]
...yeah an oral care person going, yeah I think oral care is pretty good, I'm an oral care cleaner, you know that's what I do for a living and yeah Listerine, pretty good, you know questions answers. It looks like a piece of shit, you know. [5204]
I suppose it comes back down to Jane and Andy, they knew that there was something great, the preview to this that, Listerine, they were starting kind of go weird. And there was a really bad brief around already. And they said we need a really great result, a brief that, it could potentially be something nice to do, it doesn't have to be supper complicated, but something strong. And when we presented, they stood up and applauded, and they said that's great. Our brief was, Listerine has mnemonic device which you drink and explosion, you know, we created it here, so J&J said we want something as good for Listerine Smart Rinse, and we gave them the Tornado, so a kid, in their mouth this tornado would happen, so they swallow this kid of thing, and they love it, it's exactly what we need, its as strong as, but not too strong, and now its sinfonia rodents, so to answer your question, it was just, coming from the boys and saying give us something really really strong and powerful, a good solid ad. And that what we delivered. [5209],[5208]
Tornado, so a kid, in their mouth this tornado would happen, so they swallow this kid of thing, and they love it, it's exactly what we need, its as strong as, but not too strong, and now its sinfonia rodents, so to answer your question, it was just, coming from the boys and saying give us something really really strong and powerful, a good solid ad. And that what we delivered. [5218]
Initially, we came in blind, and they were quite pleasant, they heard us out and talk to us and gave us really good feedback and we tweaked that, and it was smooth, we sold it instantly. There was no real stepping stone there at all. [5207]
It's degraded, its now, it's not that it's not positive, I believe out of all the briefs, we still have a very solid, they still like the ad. But it's the processing that we are finding, it's being very very tedious. Things like directors being asked to write treatment, to then re-write treatment, and re-write treatment, and then kind of saying what kind of caption to use. It didn't go well, I'm a director I know [crosstalk 00:17:19] [5211]
It's degraded, its now, it's not that it's not positive, I believe out of all the briefs, we still have a very solid, they still like the ad. But it's the processing that we are finding, it's being very very tedious. Things like directors being asked to write treatment, to then re-write treatment, and re-write treatment, and then kind of saying what kind of caption to use. It didn't go well, I'm a director I know [crosstalk 00:17:19] [5212]
Erm, yeah initially okay, now I'm really starting to see that they are losing their way, as in, I continually ask myself, why aren't we putting this client aside and saying Ur. But I think it's the almighty goal, you know, fear of losing the client, and the client knows that they've got us. I just think that the whole structure, there needs to be something worked out. We can not continue to be, we deal a certain amount of our work for business, it seems that we just do so much work for this client, and it just becomes expensive. That's it really. [5213]
Reference Tags
[5206] Yielding conflict about ideas,[5214] Alignment,[5215] Communication issues,[5217] Irreconcilable differences,[5216] Forceful conflict about ideas,[5205] Forceful conflict about ideas,[5210] Vague goals,[5204] Reactance,[5209] Organizational encouragement,[5208] Promote autonomy & sense of ownership,[5218] Creative Confidence,[5207] Great example - Received feedback, actively engage with it,[5211] Alignment,[5212] Vague goals,[5213] Lack of organizational encouragement

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