The view from the dark side

What a client wants Notes from the dark side

Dear agency partner, Accept in advance my humblest apologies for the exercise in egg-sucking that is about to begin. I hope you will take the enclosed presentation in the spirit in which it is written: with a sense of warmth and fun and in grateful recognition of the help you gave me when starting out. If you can eke out even the smallest kernel of practicable insight from the observations to follow, I shall be pleased. With fondness, your humble domestically-based marketing middle-manager, Tom

Don’t sell yourself ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Be externally referenced ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Know your limits ,[object Object],[object Object],[object Object]

Get an education ,[object Object],[object Object],[object Object],[object Object],[object Object]

Surround yourselves with clients ,[object Object],[object Object],[object Object]

Get in step ,[object Object],[object Object],[object Object],[object Object]

Get a grip on the numbers ,[object Object],[object Object],[object Object],[object Object],[object Object]

Don’t get the brief right. Get the right brief. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Adspend is the last resort ,[object Object],[object Object],[object Object],[object Object]

Don’t let the cracks show ,[object Object],[object Object],[object Object],[object Object]

Be perfectly laid-back ,[object Object],[object Object],[object Object],[object Object]

Giftwrap it for us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Focus on what matters ,[object Object],[object Object],LOGO

The client defines success ,[object Object],[object Object],[object Object],[object Object]

Your whole existence is performance-related ,[object Object],[object Object],[object Object],[object Object]

‘ Yes’ is the answer ,[object Object],[object Object],[object Object]

A client’s work … ,[object Object],[object Object],[object Object],[object Object]

The view from the dark side

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