Who’s your target audience? Not the client.


I couldn’t resist picking up TIME magazine’s February 20 issue with the Google team on its cover for an inside look at the $100 billion Google empire.

TIME Magazine Covers Google

The cover story, by Adi Ignatius, is well written, packed with info, quotes, inside information about the crazy creative Google world. Pictures of the Google headquarters show off the massage parlour, swim-in-place pools, snooker game in progress in the employee lounge, onsite hair saloon, food!

One quote by Eric Schmidt, the CEO of Google, really interested me:

The company isn’t run for the long-term value of our shareholders but for the long-term value of our end users.

Isn’t he so right? It’s just like my belief as an advertising copywriter we must write for our reader – the consumer, not the client or his wife.

It’s not the client who pays our salaries if you analyse it, it’s the guy who reads our ads, and then goes ahead and buys the product we advertise.

What’s the logic of appeasing shareholders at the cost of end-users, or making ads that “the client wants” but we know as communicators will not work with the target audience?

In the final analysis, the customer is the consumer, the end-user is the king – not the corporation.

The client pays for a product’s ads, but who pays for the client’s products?


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  1. Dear somenobody,

    Welcome to my blog.

    I like what you are saying. You have put your comment at the right place.

    If both creative people and account executives believe in the ad that goes to the client – chances are that the client will too.

    The ad is not a creative person’s ad but the agency’s ad the moment it steps out of the agency.

    Be nice to your creative guys, take them out for coffee sometimes – and you’ll see they aren’t the moody devils they are sometimes made out to be 🙂


  2. somenobody

     /  June 5, 2006

    You know as a communicator that the ads will not work with the target audience, surely ads and effectiveness of ads are subjective… not saying the client should have the last say, but why should the creative purely have the last say?

    Im saying this as devil’s advocate, and also because certain creatives should sometimes take a step back from their own concepts and an inch out of their own asses and stop being so stubborn.

    The line that has been drawn between creatives and account handlers is ridiculous. Although all ad agencies have their little sayings : ideas can come from anywhere, creativity is open to everyone… it isn’t really. Just being a creative who has a graphic design degree under his belt does not give him/ her moral authority over ideas, which is the preception of most people i have come accross (come to think of it mostly arabs…)

    Is this creative insight or creative ego?

    You are the communicators, but do communicators always know exactly what’s right for the brand? do creatives have more of an insight on consumers (especially in a place as diverse as dubai), are the “people of the world” while the account handler isnt? Do they understand Mr x more than anyone else? is there a dimension i don’t know about?

    Maybe the creatives should stop being so clicky and exclusive and start including client servicing in their conceptualising, brain storming, and even designing, maybe that way “we” can have enough ammunition to defend your ad because we that we were part of it, rather than get criticised by you for not standing up for your ideas..

    Sorry not a comment meant to be put up on your sight, just some thoughts been running through my head..

  3. You know, for someone who’s been doing this for a long, long time, do compliments become stale? Or does each word of appreciation sound like the first ever applause you received? Either way, you’re very talented you know! =)

  4. The no.1 rule that we all forget. Thank you for the reminder.


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