Last in our 3 parts on “A Brief Guide to What Marketers Want from Their Creative Agency” from UKTV Marketing Director Tom Lucas. I hope you enjoyed the series. As an FYI, we are developing an article series on other perspectives on this matter, including insight from top creative directors/EP on the agency side of the business. And if you’re a channel marketer and would like to share your thoughts on pressing industry challenges, drop me a line.
Giftwrap It For Us
- Anticipate need. Getting to the right creative solution is not always enough.
- Recognize that you need to sell your idea to the finance director, the product manager, the research exec. Don’t presume to know the answer – often only your client can tell you.
- Make sure the box is pretty and the idea is swathed in relevant rationale for the audience.
- Accept that people will view the work like punters – but do everything you can to ensure ideas aren’t presented out of context.
Focus On What Matters
- Fighting about logo sizes is like arguing about the washing up. It’s one of the little things that gradually destroys a relationship.
The Client Defines Success
- This is the great injustice of the communications world. He who pays gets to decide whether it’s any good.
- If your client wanted to grow sales and you grew awareness – you have failed. Embrace this.
- Find out your client’s key performance metrics. This is your new language of success.
Your Whole Existence is Performance Related
- Service companies exist to further the interests of their clients.
- Find public, meaningful and imaginative ways to align your agency’s success with that of your clients.
- Link your annual bonus to the percentage increase in your client’s share price. Display your client’s sales figures in reception. Celebrate their millionth customer as if your own.
- Get some skin in the game and clients will make you part of the team.
‘Yes’ is the Answer
- We usually know when we’re asking the impossible. Say ‘Yes’, give it a go, and we’ll still love you even if you fail.
- Humble work does not demean you. It elevates you.