Comments on: Where (in the world) are our best clients?

By: GLEN BARRY

GLEN BARRY — Wed, 04 Aug 2010 03:41:05 +0000

Thanks Tony, great piece. Having had the chance to work in London, New York and now back in Sydney, I would say the most strategic leading clients for category changing identities come from Europe. Identity work by Saffron and Wolff-Olins (with the help of Miles Newlyn) constantly challenges old school thinking on branding. I would say some of the most exciting clients are those in America with technology and apparel brands leading the way there. Working in Asia Pacific leads to more challenging brand opportunities that can have a bigger impact like City, Airport, cultural and event brands that have exciting applications. An example of this is seen with the current branding for the 17th Sydney Biennale (http://www.bos17.com) by Jonathon Barnbrook. All countries provide amazing opportunities to create world class identities, it’s working with the clients to make those opportunities come to life. GB.

By: Tony Spaeth

Tony Spaeth — Mon, 17 May 2010 22:13:46 +0000

Yes Andrew, you have done an amazing job in Russia.

Creating great clients, I might add, is what Identityworks (and the Identity Forum) are all about.

By: Andrew Pourtov

Andrew Pourtov — Sun, 16 May 2010 12:54:59 +0000

Many thanks for your warm words about Identity magazine and HiBrand, Tony.

I think that our best clients are those clients who understand the complexity of the problems we can solve, and who consequently are ready to pay well for consultants that possess the knowledge, experience and reputation they need. There can be awareness and respect for professionals in any county, and this is certainly on the increase in Russia (and the other former soviet countries). I must add however that it is necessary to raise, train and prepare these clients for teamwork with us.

Here is how I try to do it in Russia:
- I inform prospective clients about various aspects of branding and identity, showcasing progressive ideas, successful projects and the most professional agencies by publishing Identity magazine.
- I acquaint them with a wide spectrum of branding and design projects executed all over the world, via the contest “Identity: Best of the Best”
- I give them chance to meet and and hear branding agencies/experts in person, at the HiBrand conference.

Sometimes my own company, ArtGraphics.ru, wins clients thanks to Identity and HiBrand. But I believe that it is impossible to work only on projects, without developing the market as well. Someone must inform the market about our business, so clients know that it is possible to solve their problems and know who can solve them.

It would be very interesting to me to hear how my colleagues (on this forum, from all over the world) work to prepare and educate our next best clients.