Babita's Blog: Fear Free

“When I have a camera in my hand, I know no fear.”

Alfred Eisenstaedt’s quote reflects what most of us feel.

Or, let’s say, would like to feel. 

The biggest enemy of free thinking, liberated minds, disruptive ideas are not frameworks.

Or briefs.

Or brand guidelines that say real vs reel, and cool vs edgy.
 
It is fear.

Fear pervades the industry today.

Making what most of us work for- passion- into a number on an excel sheet.

To be moved, struck off, elevated.

While the end objective  of creativity in the industry is definitely business, treating the relationship as a partnership is essential.

Partners do not feel threatened. Vendors do.

Partners feel responsible and accountable.

For the brand. For the numbers in the market.

And if this does not happen, then the partnership fails and it is time for a review.

But once that relationship is in place, fear should be replaced by confidence.

By the knowledge that everyone across the table has just one agenda, the brand.

And one aim- creativity that makes the difference.

Awareness of that tipping point where magic and logic meet.

Fear will always be there in any business.

Within the agency, this should be the cross that creative and business leaders bear.

For the team, it should be about the pride in work.

That creates a name for the brand, for the agency and for themselves.

Which is why, and I have written about this before, a Retainership Model works very well for both parties.

It is more than a financial contract. It stands for mutual trust and commitment.

And a guaranteed financial remuneration as recognition and incentive for the output.

If it is breached, like all contracts, it can be terminated.

This makes the excel sheets names more than just a head count.

And hopefully removes the one emotion we can do without.

(The views expressed are the author's independent views as an ad professional and do not reflect the organisation's viewpoint.)