BETTER WORK. TOGETHER.

Transcription

1 image BETTER WORK. TOGETHER. 1

2 2 BETTER WORK. TOGETHER.

3 3 BETTER WORK. TOGETHER.

4 01 The agency didn t give clients a complete story BETTER WORK. TOGETHER. 4

5 01 The agency didn t give clients a complete story BETTER WORK. TOGETHER. 02 The client didn t know how to evaluate the work 5

6 01 The agency didn t give clients a complete story BETTER WORK. TOGETHER. 02 The client didn t know how to evaluate the work 03 Neither agency or client approached the meeting with a collaborative attitude 6

7 BETTER WORK. TOGETHER. In short, the agency and client weren t working as a team. 7

8 HOW AGENCIES CAN HELP GIVING CLIENTS A COMPLETE STORY 9

9 Agencies should never just show HOW AGENCIES CAN HELP 10

10 FIRST THEN FINALLY HOW AGENCIES CAN HELP THEY NEED TO START THE PRESENTATION WITH THE AGREED CREATIVE BRIEF, WHICH MUST ALWAYS BE THE SPRINGBOARD. YOUR AGENCY MUST TELL A STORY THAT SHOWS THE INSIGHT THAT BRIDGES THE BRIEF AND THE END IDEA. NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. 11

11 FIRST THEN FINALLY HOW AGENCIES CAN HELP THEY NEED TO START THE PRESENTATION WITH THE AGREED CREATIVE BRIEF, WHICH MUST ALWAYS BE THE SPRINGBOARD. YOUR AGENCY MUST TELL A STORY THAT SHOWS THE INSIGHT THAT BRIDGES THE BRIEF AND THE END IDEA. NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. 12

12 FIRST THEN FINALLY HOW AGENCIES CAN HELP THEY NEED TO START THE PRESENTATION WITH THE AGREED CREATIVE BRIEF, WHICH MUST ALWAYS BE THE SPRINGBOARD. YOUR AGENCY MUST TELL A STORY THAT SHOWS THE INSIGHT THAT BRIDGES THE BRIEF AND THE END IDEA. NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. 13

13 We call it... HOW AGENCIES CAN HELP Inspiration & Idea...and here s how it works: 14

14 TRY BEFORE YOU BUY October

15 PUTTING THEORY INTO PRACTICE Inspiration People s everyday reliance on broadband means they re reluctant to risk switching providers. 16

16 PUTTING THEORY INTO PRACTICE Idea To draw a parallel between Sky Broadband and another of life s important purchases, so that our customers can see the offer in a different context. 17

17 PUTTING THEORY INTO PRACTICE TBYB is currently the strongest performing national press creative to have run this quarter. TBYB is currently the strongest performing national press creative to have run this quarter. Andy Heatley Andy Heatley 18

18 THE EVALUATION PROCESS EVALUATING IDEAS IS AS EASY AS ABC 19

19 THE EVALUATION PROCESS So, how do you pick a good idea? 20

20 THE EVALUATION PROCESS There s always a place for instinct. And the longer you work in marketing, the more you hone those skills. 21

21 Rational is vital though. We use the ABC model to make sure work is right: Our approach The T19 ABC Insights Model Audience Put yourself in your customers shoes - how do they live, how do they talk, what are their fears, concerns, points of optimism - will this idea get them excited? THE EVALUATION PROCESS Competition Will this give us differentiation from competitors, giving customers a reason to stay/buy with us? GREAT IDEAS SIT HERE Brand Is this creative true to the brand - both it s look and TOV, and in the promises its making to the audience? 22

22 THE EVALUATION PROCESS A collaborative approach is key 23

23 The initial presentation should be used as a working session not just one-way selling where an idea is rejected (or bought) because of an element that could easily be developed. THE EVALUATION PROCESS 24

24 THE EVALUATION PROCESS What you should demand from your agencies That the key team be there in person. So they can build on idea and explain things fully. I usually always insist on the creative who worked on an idea being there as no one can explain an idea quite as well as the person who incepted it. 25

25 THE EVALUATION PROCESS In exchange for this, there are things an agency can ask of their client. 26

26 THE EVALUATION PROCESS That they first look for what s right in each idea and build on what s wrong 27

27 THE EVALUATION PROCESS And that they never, ever start with I think my boss will/won t like this idea. 28

28 BONUS BONUS 32

29 BONUS When I was new to the industry and I saw an awesome idea, I used to think... WOW THE CREATIVES MUST BE AMAZING! 33

30 BONUS Then after a few years, if I saw an awesome idea I used to think... WOW THE CLIENT MUST BE BRAVE! 34

31 BONUS Now, if I see an awesome idea, I think... WOW THE CLIENT AND AGENCY MUST HAVE A GREAT RELATIONSHIP! 35