Seven ways to get more from youragency relationship

1. Building a lasting relationship

2. Stimulate more effective ideas

3. What to do if the relationship is in crisis

4. More effective ways to review creative work

5. What Venusians fear most

6. What makes a great Martian

7. Fun in marketing

1. Building a lasting relationship

1. Building a lasting relationship

The language of opposite meanings

1. Building a lasting relationship

53,047,002 miles apart

1. Building a lasting relationship

1. Building a lasting relationship

Possible format of the 2-Way Review

1. Account Management 1. Marketing Managers

2. Strategic Planning 2. Involvement with Business

3. Creative Work 3. Creative Review Process

4. Production Processes 4. Results Sharing

5. Timings & Costings 5. Remuneration

6. Overall Assessment 6. Overall Assessment

7. Any other issues 7. The Future

1. To build a lasting relationship

you need

talk regularly in 2-way reviews

2. How to stimulate more effective ideas

2. How to stimulate more effective ideas

• Deliver an inspiring Communications Brief• Insist the Venusians visit your call centre,

factory, shop etc• Give everyone working on the brief plenty

of product• Challenge them to be brilliant• Set high expectations by saying things like

‘you’re really excited, and can’t wait tosee the ideas’

2. How to stimulate more effective ideas

A tale of 3 Martians

2. Want to stimulate more effective ideas

show the

it’s contagious

Has your agency:

a. Missed a deadline recently?

b. Been slow to respond to a brief?

c. Been too expensive?

d. Failed to be pro-active?

e. All or any of the above.

3. What to do if the relationship is in crisis

3. If the relationship is in crisis

seek

4. More effective ways to review work

4. More effective ways to review work

• Start with the brief (it’s your road map)

• Set clear expectations (agree the level of finishbefore hand)

• Have your Venusians present to you

• Avoid giving it the old ‘once round the office’

• Be positive and open set a relaxed mood

4. More effective ways to review work

• Ask yourself is there a ‘WOW Factor’

• Don’t worry about a missed comma,worry about a missing idea

• Always give initial feedback (be constructive)

• If in doubt, give the work the overnight test

• BE TRUE to your customer

4. The best way to review creative work

be the customer

5. What Venusians fear most

5. What Venusians fear most

5. What Venusians fear most

5. What Venusians fear most

5. Venusians fear failure

remove the fear of

6. What makes a great Martian

6. What makes a great Martian

6. What makes a great Martian

• Gives a clear brief and sticks to it

• Champions the work, becomes the No.1 fan• Is the first to cheer at the ADMA Awards• Cultivates honesty• Enthusiastic• Not afraid of ideas

‘Ideas are your last legal meansof an unfair competitive advantage.’

6. What makes a great Martian

• Tight deadline/budget. Okay, but be fair.

• Pride (has the successful campaigns framed onthe office wall)

• Keeps Venusians involved in the business• Wants their agency to be successful

(to profit, not profiteer)

• Gives feedback the appropriate way• Remembers to say “Thank You”

6. To be recognised as a great Martian

offer

and great work will flourish

Whose having all the fun?•Melrose Place

•Beverly Hills 90210

•What Women Want

•Models Inc

•Bewitched

•Crazy People

•How to get ahead in advertising

•Nothing In Common

•Planes, trains and automobiles

•Desperate Housewives

7. More fun in marketing

We believe in making a difference.In our customers’ eyes, we stand for valuefor money, quality, innovation, fun and asense of competitive challenge.

7. Put the fun back into marketing

be happy

Getting more from your agency relationship

1. To build a lasting relationship you need trust

2. Want to stimulate more effective ideas, show passion

3. If the relationship is in crisis seek counselling

4. The best way to review creative work is be true

5. Remove the fear of failure

6. To be recognised as a great Martian offer respect

7. Put the fun back into marketing and smile