being the best client your client has

BEING THE BEST CLIENT YOUR AGENCY HAS

CREATIVELY-AWARDED CAMPAIGNS ARE

11 TIMES MORE EFFICIENT THAN NON-AWARDED

ONES IN TERMS OF THE LEVEL OF MARKET SHARE GROWTH

THEY DRIVE PER POINT OF ESOV

CREATIVELY-AWARDED CAMPAIGNS APPEAR TO

ACHIEVE THEIR GREATER EFFECTIVENESS LEVELS

WITH MUCH GREATER CERTAINTY THAN THE NON-AWARDED CAMPAIGNS:

THEY ARE MORE RELIABLE INVESTMENTS

THE GREATER THE LEVEL OF CREATIVITY

(I.E. THE MORE MAJOR CREATIVE AWARDS A CAMPAIGN WINS) THE GREATER THE LEVEL OF

EFFECTIVENESS

“For a work to be truly creative, it has to depart from the status quo at some point.

That departure makes many people uncomfortable. Despite our oft-stated desire for more creativity, we also hold a stronger

desire for certainty and structure. When that certainty is challenged, a bias against

creativity develops.”

Source:  “Why  Your  Great  Ideas  Get  Turned  Down”  -­‐  David  Burkus,  Assistant  Professor  of  Management,  Oral  Roberts  University      

“I DON’T WANT TO CONSTRAIN YOUR THINKING”

“HE’S GOT NO MONEY”

“I LOVE IT – OF COURSE, I’LL JUST HAVE TO RUN IT PAST MY

STAKEHOLDERS”

“THIS IS THE END.”

“I NEED TO MAXIMISE MY WORKING SPEND”

“I’M NOT GETTING PAID.”

“WE WON’T FEED BACK IN THE MEETING, WE’LL

FOLLOW UP TOMORROW WITH A CONSOLIDATED

POINT OF VIEW”

“I’M GETTING AN EMAIL TOMORROW TELLING ME

THEY HATE IT.”

Principle 1 START OPENLY

(FOR GOOD AND FOR BAD)

Principle 2 BE DIRECT AND CLEAR

Principle 3 BE EXCITABLE

THE FIVE PROJECTIONS

OF LOVE

TIME

TIME

TIME

TIME

TIME

TOUCH

TOUCH

TOUCH

TOUCH

TOUCH

WORDS

WORDS

WORDS

WORDS

ACTIONS

ACTIONS

PRESENTS

PRESENTS

PRESENTS

PRESENTS

PRESENTS

HONEST STRAIGHT-FORWARD

KIND

THANK YOU