A New Level Too High
A Client ordered a brand platform upgrade, identity development, and a creative concept for their chain of spa salons from a creative agency.
After the initial briefing with the client, the Creative Agency Director realized the project would be time-consuming and priced it accordingly, ensuring they’d be paid properly for their efforts. The client agreed to the cost, scope, and workflow. After the first stage, involving research and platform adjustment, the client was thrilled with the collaboration and approved all work.
However, during the next phase of developing the logo and brand elements, conflicts arose. The first iteration was crafted according to the platform and brief, but the client rejected it without clear feedback. The creative team, led by the Creative Director, anticipated such a scenario where the client’s feedback was more about feelings and emotions. They reworked the initial concepts based on the client’s desires and presented three new options, showcasing their application on various mediums, defending each option, and explaining how they aligned with the platform and brand’s strategic development.
The client, however, remained unsatisfied, insisting on sticking with the current logo and merely adapting it to the approved platform. The Creative Director explained that the “current logo” wasn’t even a proper logo and that the client's proposal was unprofessional. Despite this, the client persisted. Consequently, the Creative Agency Director decided to withdraw from the project. The client, stating they were ready to revisit the discussion later after addressing more urgent issues, demanded a recalculation and a refund of part of the prepayment.
Pre-negotiation points:
Client: Feels deceived and refuses to pay for something he dislikes and won’t use in his business. Demands a refund.
Creative Agency Director: Believes the work was completed 100% and wants to close the project with the full prepaid amount. Understanding the client’s lack of internal marketing competencies, the director is willing to do additional work to adapt the brand platform for various client touchpoints – essentially, a cheat sheet for the marketer to ensure the work isn’t wasted. Aims to exit the project without damaging the agency’s reputation and maintaining a good relationship with the client, while closing with the full prepaid amount.
Creative Director: Thinks they offered entirely new solutions that align with the platform and business goals, suggesting new visual strategies. Believes these solutions represent a qualitative leap for the business, exactly what the client initially requested from the agency.