Roll No.30 Hands On Experienced…

DM was from the first day itself was about basic learning. I was teamed up with Pratik for the DM stint. Within LinPersonal there were various individuals working on separate products and categories Insurance ,Credit Cards , Retail etc. These executives need to be updated not just about their product but also the category. However a day only has 24 hours. Therefore we were asked to come up with an effective solution to obtain relevant information for these client servicing executives. The solution should not take up a lot of place, need not be cost effective and should be self-sustainable.

We were asked to come up with ideas on the first day itself. When we presented these ideas on the first day itself they weren’t completely rejected. But I was informed by our mentor that we missed a couple of points (self-sustainable, not take up space).
We then went back to the drawing board. At the last day of the DM stint we presented on same topic. This time our mentor thought the ideas were more applicable...

Something similar happened when I moved on to Lintas Healthcare. We were given creative brief for a painkiller. The differentiator for this painkiller was that it was cool on the stomach.The first round of ideas that I bounced off to Cherojit were rejected. Not just rejected but also criticized. Now there was a deadline given to us 6:30 pm.It was already 5:55 pm. This time around when I sat for concept development I thought to myself “Keep it simple”. Finally I went back with just one idea. The simple idea got accepted. I then was witness to the entire process.

1. Client Servicing Briefs the creative(Copy and Art).
2. The creative is then rolled out.
3. CS then has a look the work. Suggest changes if felt necessary.
4. Once the CS approves it he mails it to the client.
5. Client approves and thanks the agency : )

Note: This process is what happened in this particular instance. Process may vary according to situation

Learning: From these two instances I learnt the first idea might not be the right idea. Just incase be prepared for the rejection.
I learnt red might mean love to me and you but to a Doctor it might mean red blood corpuscles. When you are sending a creative for a VAF (visual aid folder) or DM mailer your interpretation may certainly be different from the TGs interpretation.

Yash