At Dive, we like to say that what sets us apart from other creative agencies is our mission – finding the answers others can’t by asking the questions they don’t. But what does this really mean? How does this benefit our clients and their work? And why is this mentality so important for your creative agency?
To answer this, let’s hop in the time machine and go back to my first art director job at a local agency.
Picture it: I’m sitting at my desk in a dark room (if you know any graphic designers, you know we don’t like overhead light), staring intensely at a computer screen for hours on end. Any client interaction happened with the account managers, as they discussed the problem being solved and ideated on a strategic approach. This seemed so odd to me. We – the creatives – were the ones using our skills and training to execute on these ideas, but we didn’t have a seat at the table.
I knew creatives had more to offer and made it my mission to give them a voice in the strategic planning process. Sure, creating beautiful things is part of our DNA, but we have a lot to offer to the strategic approach.
Ok, back in the time machine. Let’s get back to present day.
The types of creatives I’ve gravitated to over the years are question-askers. We see a need and enjoy an outlet that lets us roll up our sleeves and solve problems using our gifts. I knew that honing this inquisitive mindset could turn good creatives into great strategists.
Over the years, as I’ve forged strong partnerships with my marketing counterparts and built award-winning creative teams, I’ve not only brought all parties together – I’ve encouraged them to poke holes and ask questions.
What’s so great about asking lots of questions? Let me tell you. Also, congrats for getting into the mindset already!
I believe that when you stop asking questions you start taking orders, and no one wants their creative agency’s complacency to affect their projects and campaigns. To keep the mind sharp and the creativity flowing, you’ve got to be invested in what you’re doing. And that investment – that connection – doesn’t happen if you blindly accept the information being presented.
Here’s why we foster that connection and explore all angles when we’re presented with new work:
1: Questions are the foundation of strong, effective projects, deliverables and campaigns.
When we take the time to ask questions, we dig deeper into defining the real problem we’re solving. A solid problem statement keeps our work on target and prevents campaigns from floundering when they hit the market.
2: Today’s marketers need more than a team to simply execute; they need a creative agency to be their strategic partner.
That trust is built through open dialogue, a willingness to ask questions, challenging assumptions and considering different perspectives. This collaborative approach paves the way for innovative, impactful work.
3: Questions can open the door to better solutions.
Often, a requested deliverable is based on what’s been done before. But simply repeating the same playbook isn’t where true creativity lives. By questioning the deliverable, we can spot opportunities to explore new mediums, assets, production techniques, technologies and beyond. This is where creativity shines – the part where we get to innovate and tell a story in fresh, exciting ways.
Put our mission to work for your work.
Want to ask more questions, too, but unsure how to get to the heart of the matter? Here are some suggestions for asking better questions.
- Be a good listener. If you don’t hear the information, you can’t ask about it.
- Try to make your question open-ended. This allows for more conversation.
- Be clear and concise.
- Don’t hide your preference or answer in your question. Be open to others’ opinions.
- And, finally, have a creative partner on your side who will ask tough questions, too.
If you’re looking to collaborate on an upcoming project, let us know! Our mission may be to ask questions, but our end goal is to be the trusted creative agency that provides the level of partnership marketers dream of – where the process shines just as much as the work does.
Show of hands. Who’s ready to set up a consultation?
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