A Brief Guide to What Marketers Want from Their Creative Agency (Part 3)


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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.

A Guide to What Marketers Want From Their Agency (Part 3 of 3)
Part 1 can be found here, and part 2 here.

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.

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