Don’t follow precedents when you can set them


Did you hear the one about the straight talking solicitor?

When I’m not planning world domination for the best little PR and Creative agency in the land, I write for a living – usually press releases, sometimes begging & cajoling emails to journalists, creative PR plans or reactive statements for potential crisis situations – click click all day long.

Thanks to the challenge of doing something different to make our client stand out in a crowded sector I got to work on something a bit different – something that I would love to do a lot more of – an animation script and concept document.

It was fun and flowed surprisingly easy; the client knew what they wanted to say and even easier they wanted it said as simply as possible – but we wanted to introduce their special personality into it as well.

The best of all was they were willing to spend the necessary time with me to develop the ideas together so that everyone was in agreement with as little back and forth as possible.

Through the project we also got to work with some really great guys in Dog Day Media. A young and vibrant multimedia production company based in the Rubicon centre in Cork who are now making waves internationally.

I can honestly say it was one of the most fun projects I have ever worked on.  All of us around the board room table of a solicitor’s office (which for me is often one of the most intimidating places you could be!) were having fun with everyone contributing to the ideas and the flow of the animation.

The process was pain free, the copy was agreed relatively quickly with our own initial thoughts on what the animation should look like.  Dog Day Media took the script, followed our direction and then put their own creativity and brilliance to it and now through teamwork we have created a simple piece that communicates everything we wanted in a clever and engaging way.

It shows that my client has personality; that they really care about their clients, that they will fight tooth and nail on their behalf and promise at all times to speak plainly and leave no stone unturned to achieve the best results.

This is something we should all promise our clients.

They also say in the animation that they set precedents not follow them.

By doing this animation, they have done just that….. Ernest J. Cantillon Solicitors Well done!


Deirdre Waldron is a Partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design firm with offices in Cork and Dublin


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