In communications agency, we are often confronted with a selection of rather irritating “quick little” requests.
“Get us a quick little logo!”


Annabelle, defeated…

Dearest clients, this statement should be banished from your vocabulary forever; there is no such thing as a quick little logo! If it sounds easy to create a logo today, remember that for it to last, your logo must be both modern and timeless, as well as consistent with your positioning. It therefore requires much thought and reflection.

The creation of a logo comes in phases: it starts with the identification of the client’s needs, moving on to a market analysis and a benchmark of the client’s competitors, followed by a long and meticulous stylistic research, to finish with the conception of a visually attractive logo consistent with a strong brand universe. The whole creation process is long and complex. Coupled with several back-and-forths to refine and perfect this little graphic symbol – which will be the real stamp of your company for years -, it requires time, efforts and a lot of creativity. A logo is a real long-term investment!

“We just need a quick little visual…”

Girish, exasperated!

If you ask a Graphic Designer for a quick little advert, chances are he’ll just laugh at you – and rightly so! Unless you want to advertise as if you were playing the lottery – “Let’s design an advert, maybe people will see it…” -, you might want to forget about this “quick little advert” thingy. If you really want to optimise your communication AND your investment, you have to make an impression!

Designing an advert requires a good grasp of the client’s needs and expectations – What is the advert’s purpose? What message should be conveyed? Who is the target? -, an analysis of their universe and brand guidelines, extensive research, the purchase of images (most of the time), a catchy tagline conveying the right message, and an explanatory body copy.

Even then, chances are the advert will have to be reworked a little (or a lot!) because the client will probably have their doubts – “Can you change the text a bit? And the pictures? How about the tagline?”. There you are: no quick little adverts for big lasting communication campaigns.

“Set us up a quick little Facebook page.”

Sindy, offended!

“Sindy, you think it’d be possible to create a quick little Facebook page for X client?” … Sindy? Oh well!

The silence of our Digital Project Manager speaks volumes. No quick little Facebook page either!

If companies thought they could manage Facebook on their own in the past, today it’s another story. Facebook is saturated with brands and infested with all kinds of ads! Giving your company some visibility and propelling it at the top of users’ minds is not an easy task – it has everything of an attack strategy!

A bunch of extraordinary features and impenetrable filters make the optimal creation of a professional Facebook page very complex for the average user. There’s also the creation of visual and editorial content which requires a lot of time – something companies often lack…

Let’s not forget the moderation of comments and private messages. On average, the monthly management of a Facebook page comprising 4 posts a month – the strict minimum, almost a gamble! – is almost 8 hours. Talk about a quick little Facebook page…

“Could you draft us a quick little newsletter?”

Valentine, outraged.

Just hearing it gives me the chills! There’s no such thing as a quick little newsletter in our world!

Though it may seem as easy as pie to write about anything and everything, well it’s just that, an impression! Content writing is a much more meticulous task than one might think. It requires, aside from the writing itself, to adapt the tone-of-voice and editorial style to the client’s brand universe. It’s an art to convey messages with words that will be able to (positively) imprint themselves in readers’ minds. And don’t forget that, if Graphic Designers sometime run out of creative ideas, Copywriters are also victims of the blank page syndrome… #SadButTrue

Writing a newsletter – whether it’s 4 or 20 pages long – requires understanding several points: the target, the distribution, the messages… The Copywriter often needs to contact a selection of key people to get more information on a topic, or simply to get a feel of the speaker so s/he can tell their story in as user friendly a way as possible. A long and arduous process for a pleasant communication tool that never fails to please both employees and stakeholders!

“We’d like a quick little article in the newspaper.”

Justine, tormented; Magali annoyed!

How to say politely that, in order to get a quick little article in the newspaper, our PR team has to draft a quick little press release which will then be quickly sent through to our little network of journalists, so that they can write a quick little article on the subject… And also that journalists are often overworked and not always interested in the subjects we propose – at least not at first.

This means our PR Executive will have to quickly call each and every journalist – approx. 5/6 calls for 1 press release – to make sure they have well received the document and are keen to help us out a little.

Press relations is a very time-consuming task: writing the press release using a journalistic tone-of-voice, liaising with an established network of journalists, lots and lots of follow-ups, sharing press clippings with the client… All in all, these quick little articles require a great deal of work…