The answer may surprise you. But first, let’s quickly set the scene…
On the face of it, this is a simple enough statement:
“We’re thinking about refreshing our brand later this year.”
But we’ve worked in brand, design and strategy long enough to know the subtext is often closer to:
“Our brand isn’t quite landing. We’ve evolved faster than our positioning and now the story we’re telling no longer reflects who we are. Different teams are saying different things, our messaging feels inconsistent. We need someone to help us regain control of the narrative before the inconsistency starts costing us opportunities and affecting how customers see us.”
You might think we’re exaggerating, but it’s true. It also reveals something deeper about how organisations sometimes communicate with us.
And this is exactly what kills creativity quicker than bad ideas.
There are times when those early conversations don’t tell the full narrative. Not because those involved are trying to be difficult. But because it’s hard to admit when something is messy, misaligned or politically sensitive.
So it’s tempting (and incorrectly perceived to be safer) to soften the message, hide the extent of tension or frame the problem in a way that feels more comfortable.
Naturally, we don’t expect (or need) you to divulge absolutely everything. But as much detail as is feasible for our needs is enormously helpful.
Garbage In, Garbage Out
If you’re too young to understand the concept of GIGO, essentially, the quality of input influences the quality of output. Put in agency parlance, the strength of our work relies on the quality of the brief.
Part of our role can be to uncover these layers by digging deeper, probing and chipping away at ambiguity and euphemisms. Encouraging teams to articulate the issues they’re facing with honesty, highlight potential internal politics, share possible blockers and ensure expectations are aligned.
Otherwise, we end up solving the problem we were told about, not the problem that exists.
And that’s where the real risk lies, with misdiagnosis leading to misdirection. Leading to time, budget and internal confidence all being eroded before anyone realises the starting point was wrong.
Why Clients Hold Back (and Why it Hurts the Work)
We realise clients rarely hide the truth out of malice. More often, it’s one (or more) of:
- Not wanting to expose internal dysfunction
- Concern about sounding unprepared
- Trying to protect colleagues (or themselves!)
- Being unsure what the real problem is
- Assuming the agency will “figure it out”
But withholding context forces us to operate in the dark. It can slow down decision‑making (on both sides) and facilitate misaligned work. This leads to an increase in the number of revisions needed and time wasted (and often the tension between agency and client!).
The most productive relationships are the ones where clients feel safe enough to say: “Here’s what’s really going on.”
The Work Behind the Work
A surprising amount of our value sits in this translation layer.
Helping teams articulate what’s really going on. Turning vague feedback into clear decisions. Identifying and naming the problem no one has been able to (or wants to) name.
It’s not the glamorous, sexy, or potentially award-winning element of our work. And us such, it often goes unnoticed.
But it’s often the difference between work that is aesthetically pleasing and work that actually solves issues and moves the needle.
We’re realistic – the perfect brief rarely exists. But one built on honesty, clarity and the willingness to say the things that need to be said makes everything faster, smoother and significantly more effective.
Why Clarity Builds Trust
As you may have gathered, we’re pretty good (if we say so ourselves!) at unpicking the true issues and ailments you might be suffering with. However, the more candid and accurate a steer you can give us, the easier and faster we can:
- Diagnose the real problems
- Make better, quicker decisions
- Provide the correct solutions
- Bring structure to complexity
- Turn uncertainty into direction
- Help you cut through noise
When you’re brutally honest about what’s really happening – the blockers, gaps and internal tensions – it plugs us straight into those problems.
Why it Starts at the Beginning
Ultimately, the quality of an agency’s work is most definitely shaped before any creative begins.
It’s informed by the conversations, honesty, detail and willingness to put the real issues on the table.
When teams share the truth early, projects move faster. Decisions get sharper. The work has a much better chance of landing where it’s supposed to.
When the truth isn’t shared early, everything becomes harder than it needs to be. And the challenge is likely to be complex enough, without adding further blockers into the mix.