Imagine if you were visiting your Doctor. You have two options to deal with your disease. You have the “safe” approach. The risks are not high and it should cure the disease. Then you have the “risky” approach. It is more dangerous but it is likely to make you feel better, quicker. From a medical perspective it is more innovative. And what would you think if your Doctor’s body language told you that she thought the safe approach was boring and that she would love to go the high risk way?
Whenever Agencies present work, they tend to present several campaigns. And typically, in the course of the presentation, it will become clear that one of the options is the “safe” one and one is the “risky” one. And nine times out of ten, the Agency will want to air the risky one while ignoring that the party taking the risk is the Client.
Don’t fall into the trap of offering a choice between risky and safe. It is a no win proposition. Few people will ever choose the risky approach when there is a safe one. And recommending the risky approach undercuts the Agency’s credibility. This is the real world after all, we are not just playing!
Find other ways to differentiate between the routes you are proposing. Understand clearly where the true difference lies and explain it to your Client in terms of its effect on the Brand.
Always make sure your Client understands that your primary focus is to make the business grow, not to risk its future.