There is such a political game of how ideas are produced. There are different ways of judging and evaluating. The creative idea needs to be relevant to the consumer, has to be insightful, simple, sharable - which are all objective. On top of it all, the creative idea needs to be on strategy. Like a discussion on whether ‘Is this something that BMW could say? Or does this sound like something Mini would say?’ It needs to come from the brand, it needs to be the brand voice and it needs to fit their strategy. What the creative director and the creative teams care about is whether an idea is the most unique solution and would they win an award for it. The client service team cares about whether the client would buy the idea, therefore they are there to evaluate and let the team know whether something is too risky or something is too expensive to execute, or even if something is too different from what the client asked for during the presentations. Therefore, even before something gets to the client there are all these ways that the creative is being evaluated. Then the client also evaluates the outcome. Therefore, there is a content push and pull between different parties with different interests. Clients seek work that will give them fame, solve their business problems, and drive sales. They obviously have approached an agency in order to receive positive business numbers. Whereas, the strategist mostly cares about whether something is going to help push a brand forward. Is something going to be the voice of the brand, and is something that is on strategy and insightful on the insight that they came up with. At the same time, the creative director is focused on creating something interesting, unique, and often times award worthy. There is definitely very different ways of seeing whether something is the right idea and that creates a chaotic yet more original decision making dynamic.