Being the best client your client has

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Ross Farquhar (101 London), James Whatley (Ogilvy) and Angus George (Ogilvy) tell you all you need to know to be the your agencies best client.

Published in: Marketing, Education, Technology
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Being the best client your client has

  1. 1. BEING THE BEST CLIENT YOUR AGENCY HAS
  2. 2. CREATIVELY-AWARDED CAMPAIGNS ARE 11 TIMES MORE EFFICIENT THAN NON-AWARDED ONES IN TERMS OF THE LEVEL OF MARKET SHARE GROWTH THEY DRIVE PER POINT OF ESOV
  3. 3. CREATIVELY-AWARDED CAMPAIGNS APPEAR TO ACHIEVE THEIR GREATER EFFECTIVENESS LEVELS WITH MUCH GREATER CERTAINTY THAN THE NON-AWARDED CAMPAIGNS: THEY ARE MORE RELIABLE INVESTMENTS
  4. 4. THE GREATER THE LEVEL OF CREATIVITY (I.E. THE MORE MAJOR CREATIVE AWARDS A CAMPAIGN WINS) THE GREATER THE LEVEL OF EFFECTIVENESS
  5. 5. “For a work to be truly creative, it has to depart from the status quo at some point. That departure makes many people uncomfortable. Despite our oft-stated desire for more creativity, we also hold a stronger desire for certainty and structure. When that certainty is challenged, a bias against creativity develops.” Source:  “Why  Your  Great  Ideas  Get  Turned  Down”  -­‐  David  Burkus,  Assistant  Professor  of  Management,  Oral  Roberts  University      
  6. 6. “I DON’T WANT TO CONSTRAIN YOUR THINKING”
  7. 7. “HE’S GOT NO MONEY”
  8. 8. “I LOVE IT – OF COURSE, I’LL JUST HAVE TO RUN IT PAST MY STAKEHOLDERS”
  9. 9. “THIS IS THE END.”
  10. 10. “I NEED TO MAXIMISE MY WORKING SPEND”
  11. 11. “I’M NOT GETTING PAID.”
  12. 12. “WE WON’T FEED BACK IN THE MEETING, WE’LL FOLLOW UP TOMORROW WITH A CONSOLIDATED POINT OF VIEW”
  13. 13. “I’M GETTING AN EMAIL TOMORROW TELLING ME THEY HATE IT.”
  14. 14. Principle 1 START OPENLY (FOR GOOD AND FOR BAD)
  15. 15. Principle 2 BE DIRECT AND CLEAR
  16. 16. Principle 3 BE EXCITABLE
  17. 17. THE FIVE PROJECTIONS OF LOVE
  18. 18. TIME
  19. 19. TIME
  20. 20. TIME
  21. 21. TIME
  22. 22. TIME
  23. 23. TOUCH
  24. 24. TOUCH
  25. 25. TOUCH
  26. 26. TOUCH
  27. 27. TOUCH
  28. 28. WORDS
  29. 29. WORDS
  30. 30. WORDS
  31. 31. WORDS
  32. 32. ACTIONS
  33. 33. ACTIONS
  34. 34. PRESENTS
  35. 35. PRESENTS
  36. 36. PRESENTS
  37. 37. PRESENTS
  38. 38. PRESENTS
  39. 39. HONEST STRAIGHT-FORWARD KIND
  40. 40. THANK YOU

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