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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

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Source:  funnyjunk.com    

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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

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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

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The Brief

The tendency . . .

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We suddenly change jobs

TARGET CONSUMER!

LAUNCH PLANS!

PRODUCT PILLARS!

BRAND

TRUTHS!

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COMPANY HISTORY!

GROWTH

IDEA!

ROADMAP!

What’s wrong with this approach?

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Complete & utter confusion

There is another way . . .

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Source: “Great presentations are like ads”

#1 Be brief

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#2 Be creative with the brief

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What is one object that represents how consumers feel when they use

your brand?

#3 Be clear about expectations

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The pitch process

The temptation . . .

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Passive approach

Completely hands-off

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Leave agency hanging

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Why is this an issue?

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Everyone loses

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Another way to work . . .

Photo Credit: Ryan McGuire

#1 Provide feedback

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#2 Act as if they’re hired

Photo credit: Ryan McGuire

#3 Respect their time

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The work

What can happen . . .

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Leave them to solve impossible puzzle

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endless “audition”

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Change the brief . . .

Or raise the bar

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So then what happens?

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The food arrives

Why is this an issue?!

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You won’t make progress

An alternative approach . . .

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#1 Be available as needed

#2 Agency works with us for us

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Photo credit: Snap Eat 2013

#3 Don’t change your order

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My biggest pet peeve

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My challenge to you

In summary . . .

The Brief is

clear

The Pitch is

respectful

The Work is

collaborative

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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 joseph@ilumity.com @ilumity

Follow me . . .

Copyright  ©  2014  by  Joseph  Liu,  Ilumity®  Coaching.    All  Rights  Reserved.  

ilumity.com

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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?