Lesya Lysyj from Weight Watchers International: Brands must know creatives, personally

Lesya Lysyj, President Weight Watchers North America, explains there are several elements that must be taken into account to become a better client: tell your shop your problems, let the agency help define the brief, get to know creatives personally, and say what is really on your mind. Lysyj points out that the first element consists of being sincere with the agency and explaining the challenges you have as a brand. “They are problem solvers. And creative problem solvers, which you probably are not. In my experience, many brand people feel they are failing if they don’t have all the answers. In the boardroom you need to look like you know your shit. But with your agency team, you should be honest.She says that no matter what the client gives the agency, everything changes when the creative team has the brief, but it will surely be adequate for the strategy.Regarding creative talent, she thinks it is necessary to get to know them personally. “Let’s admit it: Creatives are way cooler than we are. They can wear shorts to a creative presentation. They probably are part owners of a craft brewing company. You live in the suburbs and take your kid to soccer practice. Don’t tell me that doesn’t play into the dynamic of not wanting to tell the cool kids who never talked to you in high school that you don’t like their idea. I absolutely love interacting with creatives. I find them genuine, funny and super talented at something I could never do.”Lastly, she urges brands to ensure they find a clear way to let creatives know what they really want. “React, laugh, grimace, anything. Don’t give them a prepared, polite response”.