how to get the most from your marketing agencies
DESCRIPTION
Presentation at On The Edge Reading, 24th September 2014. How to be a Great Client to Get the Most from your Agencies with Joseph Liu, Career & Brand Consultant, ILUMITY Coaching (Former Global Senior Brand Manager, Häagen-Dazs) - The most damaging client behaviours - and how to avoid them - Achieve superior work through a true agency partnership - Improve your partnerships with key guiding principles - Simple steps to effectively run a Briefing & Pitch processTRANSCRIPT
25/09/2014
1
Pho
to c
redi
t: W
agg
Soc
iety
How to get the most from your agencies
Copyright © 2014 by Joseph Liu, Ilumity® Coaching. All Rights Reserved.
24 Sept 2014
Joseph Liu Career & Brand Consultant
@ilumity
Phot
o cr
edit:
F
lickr
Did
riks
25/09/2014
2
Source: funnyjunk.com
25/09/2014
3
Today’s focus
The Brief The Pitch The Work
• Associate Certified Coach, International Coach Federation
• FMCG brand marketer with 10 years experience in US & UK
• Contributing writer: The Drum
• Speaker: TEDx, MarketingWeek Live, Cancer Research UK
JOSEPH LIU Brand/Career Consultant Founder of ILUMITY Coaching
25/09/2014
4
A few of my former agency partners
CLEAR
3 Cs of agency management
CONSISTENT CONCISE
Photo credits: Ryan McGuire, Flickr @mugley, Dominyka Grucyte , Flickr @anieto2k
25/09/2014
5
The Brief
The tendency . . .
25/09/2014
6
We suddenly change jobs
TARGET CONSUMER!
LAUNCH PLANS!
PRODUCT PILLARS!
BRAND
TRUTHS!
25/09/2014
7
COMPANY HISTORY!
GROWTH
IDEA!
ROADMAP!
What’s wrong with this approach?
25/09/2014
8
Phot
o cr
edit:
Tho
mas
Leu
thar
d
Complete & utter confusion
There is another way . . .
25/09/2014
9
Source: “Great presentations are like ads”
#1 Be brief
25/09/2014
10
#2 Be creative with the brief
25/09/2014
11
Phot
o cr
edit:
Vic
tor
Han
acek
What is one object that represents how consumers feel when they use
your brand?
#3 Be clear about expectations
25/09/2014
12
The pitch process
The temptation . . .
25/09/2014
13
Passive approach
Completely hands-off
25/09/2014
14
Phot
o cr
edit:
55L
aney
69
Leave agency hanging
25/09/2014
15
Why is this an issue?
Imag
e cr
edit:
Cla
ssic
Cot
tage
s
Everyone loses
25/09/2014
16
Phot
o cr
edit:
Kel
ley
Boza
rth
Another way to work . . .
Photo Credit: Ryan McGuire
#1 Provide feedback
25/09/2014
17
#2 Act as if they’re hired
Photo credit: Ryan McGuire
#3 Respect their time
25/09/2014
18
Phot
o cr
edit:
Vic
tor
Han
acek
The work
What can happen . . .
25/09/2014
19
Leave them to solve impossible puzzle
Phot
o cr
edit:
X-F
actr
o Allow project to become an
endless “audition”
25/09/2014
20
Phot
o cr
edit:
Jon
atha
n Ko
s-Re
ad
Change the brief . . .
Or raise the bar
25/09/2014
21
Phot
o cr
edit:
Jes
se C
lock
wor
k
So then what happens?
25/09/2014
22
The food arrives
Why is this an issue?!
25/09/2014
23
You won’t make progress
An alternative approach . . .
25/09/2014
24
#1 Be available as needed
#2 Agency works with us for us
25/09/2014
25
Photo credit: Snap Eat 2013
#3 Don’t change your order
Phot
o cr
edit:
Vic
tor
Han
acek
My biggest pet peeve
25/09/2014
26
Phot
o cr
edit:
Wen
dy H
ill
My challenge to you
In summary . . .
The Brief is
clear
The Pitch is
respectful
The Work is
collaborative
25/09/2014
27
Phot
o cr
edit:
Rya
n M
cGui
re
Contact me to learn more about how to: • Manage agencies more effectively • Improve your presentation skills • Make the most of your personal brand
Joseph Liu, ACC [email protected] @ilumity
Follow me . . .
Copyright © 2014 by Joseph Liu, Ilumity® Coaching. All Rights Reserved.
ilumity.com
25/09/2014
28
Photo credit: Creative Commons, Waag Society
Discussion for table groups What’s one change you will make
as a client to create a more productive partnership with
your digital agency?
What impact could this have?