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#createbetter
Is  Your  Brand-­
Agency  
Relationship  
Complicated?
5  Ways  to  Work  Together  
and  Keep  the  Love  Alive
Sponsored  by
Hightail
#createbetter
#createbetter
Mike  Trigg,  COO,  Hightail,  Inc.
#createbetter
Mike  Trigg,  COO,  Hightail,  Inc.
,  CMO
,  VP  of  Marketing
,  Producer
,  Founder
,  Client
,  Creative  Director
,  Product  Manager
,  Brand  Manager
,  PR  Intern
#createbetter
Marketing
Department
The  Perception
#createbetter
Marketing
Department
PR
Agency
Web
Designer
Consultant
Video
Director
Ad
Agency
The  Reality
Photographer Freelancer
#createbetter
#createbetter
One-­third  of  
creative  
projects  are  
late or  over  
budget
Have you missed a project deadline (or  
run over budget)  in the last 12 months?
Yes
33%  
No
67%  
#createbetter
60%
of  projects  do  not  
fully  meet  their  
objectives
44%
delivered  late,  
over  budget,  or  
incomplete
24%
failed  altogether  
and  canceled  or  
abandoned
#createbetter
Why  is  it  so  hard  to  get  the  
brand-­agency  relationship  right?
#createbetter
Mis-­Communication
Most  creative  projects  are  managed  in  email
Face-­to-­face  
meetings
Photo  /  Video  
conference
Email
39%
66%  
64%  
But  only  30%  think  email  is  effective  
for  managing  creative  projects
Effective
27%  
OK
32%  
Perfect
3%  
Completely    ineffective  
5%  
Could  be  
better
34%
#createbetter
My  Inbox
#createbetter
My  Inbox
#createbetter
My  Inbox  +  Calendar
#createbetter
My  Inbox  +  Calendar  +  IM  +  SMS
#createbetter
Mis-­Communication
Cross-­organizational  barriers
Fractured  across  multiple  systems
Lack  of  transparency
#createbetter
Misalignment
#createbetter
Misalignment  
between  clients  
and  agencies  on  
candor,  business  
objectives  &  ROI
Percent  of  agencies  and  clients  who  agree  they…
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Can  speak  mind  freely
Understand  how  to  drive  sales
Understand  clients'  business
Are  good  at  demonstrating  ROI
Agencies Clients
Source:  FASTCO.CREATE,  RPA,  USA  TODAY
#createbetter
Misalignment
Differing  creative  visions
Unclear  business  objectives
Ambiguous  success  criteria
#createbetter
Poor  Process
#createbetter
Only  25%  of  
creative  pros  
feel  they  have  
an  effective  
creative  process
How effective is your current creative review process?
Effective
23%  
OK
28%  
Perfect
2%  
Completely  
ineffective  4%  
Could  be  
better
43%
Unclear  client  
feedback
Inefficient  review  
process
39%
66%  
64%  
Poor  project  
management
Unclear  approval  
process
32%  
26%  
34%  
2%  
25%  
Poor  project  
management  
and  unclear  
feedback  &  
approval  plague  
creative  projects
Why  do  you  miss  deadlines  or  run  over  budget?
#createbetter
86%  have  
difficulty  getting  
final  approval  on  
projects
Is  getting  final  approval  on  projects  an  issue?
Never
14%  
Occasionally
53%  
All  the  time
2%  
Could  be  better
34%
#createbetter
Poor  Process
Unstructured  feedback
Unclear  milestones
Delayed  approvals
#createbetter
Five  Tips  for  a  Successful  
Brand-­Agency  Relationship
#createbetter
Inspiration
#createbetter
Inspiration
Cross-­PollinationIdeaboardsCreative  Briefs
client-­side agency-­sidetogether
#createbetter 28
Structure
#createbetter
Structure
Non-­HierarchicalRisk  TolerantExtensible
client-­side agency-­sidetogether
#createbetter 30
Communication
#createbetter
Communication
Closed  LoopTransparentContextual
client-­side agency-­sidetogether
#createbetter 32
Feedback
#createbetter
Feedback
DiscretionaryCandidDirected
client-­side agency-­sidetogether
#createbetter 34
Tools
#createbetter
Tools
IntuitiveConsolidatedAccessible
client-­side agency-­sidetogether
#createbetter
Creative
Approval
Presentation
Update
Edits
Feedback
Creative  collaboration  is  hard
#createbetter
That’s  why  we  built  the  all-­new  Hightail
Approval
Presentation
Update
Edits
Feedback
#createbetter
That’s  why  we  built  the  all-­new  Hightail
#createbetter
Q&A
#createbetter
More  information
hightail.com/business
sales@hightail.com

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Is your brand-agency relationship complicated? 5 ways to work together and keep the love alive