Gen Z speaks: Narrow Door’s Jolin Chan

Hong Kong’s Gen Zs have revitalised the local creative industry by leveraging their strong understanding of current trends to promote innovation and creativity.

In fact, this generation views social media as an essential companion, often using it for search, connection, and discovery, according to an OMD Hong Kong report. These emerging creatives primarily consume video content on smartphones and smart TVs, with 52% of their viewing time spent on smartphones, and they are particularly drawn to platforms such as YouTube, Instagram, Facebook, and X.

However, they may encounter challenges with certain client briefs, such as a lack of clarity and insufficient information, which can make it difficult to grasp the client's true objectives.

In this episode, Jolin Chan (pictured), a copywriter at Narrow Door, shares her insights on tackling these challenging briefs. She discusses strategies for maintaining a patient demeanor, keeping projects on track, and addressing disrespect constructively while recognising the underlying dynamics at play.

MARKETING-INTERACTIVE: From your experience, what would you consider a bad brief? What's the worst brief client has given you?

From my experience, a bad brief is typically characterised by a lack of clarity and insufficient information, making it challenging to understand the client's true objectives.

The worst brief I've encountered was not only vague but also contained multiple, often contradictory objectives. Initially, the client provided an unclear outline of their needs, leading to significant confusion. After delivering a draft based on their brief, the feedback was overwhelmingly negative and did not align with the original instructions.

To complicate matters further, the client later launched a campaign that was remarkably similar to our initial idea.

MARKETING-INTERACTIVE: How did you deal with the brief?

To address the challenging brief, I focused on answering it as thoroughly as possible, despite its vagueness and contradictory objectives. I made sure to ask clarifying questions and seek additional information to better understand the client's needs. 

Throughout the process, I maintained a patient and polite demeanour, acknowledging the client's feedback and making necessary adjustments while trying to keep the project on track. 

By actively listening and showing a willingness to adapt, I aimed to build a positive rapport and work collaboratively towards a satisfactory solution, even in the face of difficult and inconsistent guidance.

MARKETING-INTERACTIVE: As a junior staff, pitching is important but how do you know when to walk away?

It's crucial to recognise the fine line between perseverance and knowing when to walk away from a project. One key indicator is when the client repeatedly requests work beyond the original scope of the brief without offering additional compensation. This not only undervalues your efforts but also sets a precedent for unrealistic expectations. 

Another red flag is when there are many rounds of adjustments without any commitment, such as signing a contract. This can signal that the client is not fully invested or may be indecisive, leading to a drain on resources and time.

MARKETING-INTERACTIVE: What are the bad behaviours you have seen from clients that need to stop?

One significant issue is the lack of appreciation for our work. When clients fail to acknowledge the effort and creativity invested in a project, it can be demoralising and hinder motivation.

Additionally, some clients provide feedback that seems nonsensical or is clearly intended just to complain without offering constructive insights. This kind of feedback is unhelpful and can lead to frustration and wasted effort. 

Another problematic behaviour is opposing ideas or suggestions simply for the sake of opposing, without a clear rationale. This obstructive attitude can stall progress and create an adversarial relationship rather than a collaborative one.

MARKETING-INTERACTIVE: How do you deal with clients who may not respect the younger people on your team?

I will maintain a professional demeanour by smiling and accepting their comments at face value, even if I internally disagree.

It's important to keep my belief in the abilities and values of my younger colleagues. 

However, simply dismissing the client's attitude is not enough. I also seek guidance from senior team members to better understand how to handle such situations. Learning from their experience helps me develop strategies to address the disrespect constructively and recognise the underlying dynamics at play.

By combining patience, self-assurance, and a willingness to learn from others, I aim to foster a respectful and collaborative environment, both within the team and in client interactions.

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