'Clients are from Mars. Creatives are from Venus.'
What you will learn is how to get to better client, agency relationships.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Press Release Distribution Evolving with Digital Trends.pdf
How to get better client relationships
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7. Seven ways to get more from your
agency relationship
1. Building a lasting relationship
2. Stimulate more effective ideas
3. What to do if the relationship is in crisis
4. More effective ways to review creative work
5. What Venusians fear most
6. What makes a great Martian
7. Fun in marketing
12. 1. Building a lasting relationship
Possible format of the 2-Way Review
1. Account Management 1. Marketing Managers
2. Strategic Planning 2. Involvement with Business
3. Creative Work 3. Creative Review Process
4. Production Processes 4. Results Sharing
5. Timings & Costings 5. Remuneration
6. Overall Assessment 6. Overall Assessment
7. Any other issues 7. The Future
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19. 1. To build a lasting relationship
you need
talk regularly in 2-way reviews
21. 2. How to stimulate more effective ideas
• Deliver an inspiring Communications Brief
• Insist the Venusians visit your call centre,
factory, shop etc
• Give everyone working on the brief plenty
of product
• Challenge them to be brilliant
• Set high expectations by saying things like
‘you’re really excited, and can’t wait to
see the ideas’
22. 2. How to stimulate more effective ideas
A tale of 3 Martians
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30. 2. Want to stimulate more effective ideas
show the
it’s contagious
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32. Has your agency:
a. Missed a deadline recently?
b. Been slow to respond to a brief?
c. Been too expensive?
d. Failed to be pro-active?
e. All or any of the above.
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34. 3. What to do if the relationship is in crisis
41. 4. More effective ways to review work
• Start with the brief (it’s your road map)
• Set clear expectations (agree the level of finish
before hand)
• Have your Venusians present to you
• Avoid giving it the old ‘once round the office’
• Be positive and open set a relaxed mood
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43. 4. More effective ways to review work
• Ask yourself is there a ‘WOW Factor’
• Don’t worry about a missed comma,
worry about a missing idea
• Always give initial feedback (be constructive)
• If in doubt, give the work the overnight test
• BE TRUE to your customer
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45. 4. The best way to review creative work
be the customer
57. 6. What makes a great Martian
• Gives a clear brief and sticks to it
• Champions the work, becomes the No.1 fan
• Is the first to cheer at the ADMA Awards
• Cultivates honesty
• Enthusiastic
• Not afraid of ideas
58. ‘Ideas are your last legal means
of an unfair competitive advantage.’
59. 6. What makes a great Martian
• Tight deadline/budget. Okay, but be fair.
• Pride (has the successful campaigns framed on
the office wall)
• Keeps Venusians involved in the business
• Wants their agency to be successful
(to profit, not profiteer)
• Gives feedback the appropriate way
• Remembers to say “Thank You”
60. 6. To be recognised as a great Martian
offer
and great work will flourish
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62. Whose having all the fun?
•Melrose Place
•Beverly Hills 90210
•What Women Want
•Models Inc
•Bewitched
•Crazy People
•How to get ahead in advertising
•Nothing In Common
•Planes, trains and automobiles
•Desperate Housewives
65. We believe in making a difference.
In our customers’ eyes, we stand for value
for money, quality, innovation, fun and a
sense of competitive challenge.
76. Getting more from your agency relationship
1. To build a lasting relationship you need trust
2. Want to stimulate more effective ideas, show passion
3. If the relationship is in crisis seek counselling
4. The best way to review creative work is be true
5. Remove the fear of failure
6. To be recognised as a great Martian offer respect
7. Put the fun back into marketing and smile