Agency clients

a neccessary circleWhat hierarchy and processes do ?agencies have with dealing with clients

THE AGENCY RULES1.SELL2.WIN3.SMILE

Thanks to Jim of Profero for the initial lowdown.Interpreted and utterly bastardised by Lewis from SCA.

a pointless squareNew business team:These guys are the slutty dress. They entice theclients into a relationship with the agency. Theirjob is somewhat unfathomable to other membersof the agency, they put themselves about a bit andtry and chat up potential new clients. They get tospend a lot of time in pubs, industry events etc.

There is a point to this triangle ,it is the type’s hatNew Business DirectorThese guys are the pimps. This is the person whodecides whether the Johns in the new businessteam have found anything worth chasing. If they’renot going to make the agency any money, the teamare told to stop buying them cocktails and putthemselves about somewhere else.

Account team & Planning teamThe Johns that have been hooked in eventuallycome to the agency because they have beenconvinced that they will make some dollar fromthe brilliant marketing decisions of the cool kids.The account team act like a fluffer, they keep theclient warm, tend to their immediate needs andget them wet for the agency. The planning teamare like the madam. They find out exactly what theclient wants, so the agency can best service their This square wishes it was a word so it could fit inneeds. The account and planning team will be thefirst point of call whenever the client wants someshouting for their brand, and the creative directorwill be in all client briefings.

Then what?The planning team will chew over the brief for awhile, get some numbers together, and talk tosome normal people from the Luton. They will thendecide exactly what it is the client wants to say,and find nuggets of information they can use, tosay it in a way that doesn’t sound like bullshit.The planning team will then agree this directionwith the account team. Sometimes this will haveto be signed off by the client, other times not. It This square feels like no-one notices himdepends on the size of the job.

The Creative teamThe planning team and the account team will thenbrief the creative teams and the creative director. This square is invisibleThe CD is like the supplier. When the clients havebeen satisfied through the planning prostitution,we up-sell them on creative crack. The creativeteams are like the corner boys, the soldiers. Aftergetting hooked on drawing, writing and photoshopat a young age they have been pulled into the life,there is no way out. The rules of a soldier are,service the customer and meet the brief, don’tback-chat the madam to much, and never fuckover your supplier. Any mistakes and you mostlikely will end up an unfortunate statistic. In otherwords your ass is grass.

Presenting Ideas A circle letting you know its the endThe creative teams, will present to the creativedirector. The ideas deemed worthy to be presentedto client will be presented to the account andplanning team. The planning and account team willthen present to the client.Everyone then goes to the pub and spends allthe money the client has just given them on realhookers and drugs. end

Agency clients

by lewisbeats on May 20, 2011

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Agency clients — Presentation Transcript