Presentation at On The Edge Reading, 24th September 2014. How to be a Great Client to Get the Most from your Agencies with Joseph Liu, Career & Brand Consultant, ILUMITY Coaching (Former Global Senior Brand Manager, Häagen-Dazs) - The most damaging client behaviours - and how to avoid them - Achieve superior work through a true agency partnership - Improve your partnerships with key guiding principles - Simple steps to effectively run a Briefing & Pitch process

1. 25/09/2014
1
Photo credit: Wagg Society
How to get the most
from your agencies
Copyright
©
2014
by
Joseph
Liu,
Ilumity®
Coaching.
All
Rights
Reserved.
24 Sept 2014
Joseph Liu
Career & Brand Consultant
@ilumity Photo credit:
Flickr Didriks

2. 25/09/2014
2
Source:
funnyjunk.com

3. 25/09/2014
3
Today’s focus
The Brief The Pitch The Work
JOSEPH LIU Brand/Career Consultant
Founder of ILUMITY Coaching
• Associate Certified
Coach, International
Coach Federation
• FMCG brand marketer
with 10 years experience
in US & UK
• Contributing writer:
The Drum
• Speaker: TEDx,
MarketingWeek Live,
Cancer Research UK

4. 25/09/2014
4
A few of my former agency partners
3 Cs of agency management
CLEAR
CONCISE CONSISTENT
Photo credits: Ryan McGuire, Flickr @mugley,
Dominyka Grucyte , Flickr @anieto2k

5. 25/09/2014
5
The Brief
The tendency . . .

6. 25/09/2014
6
We
suddenly
change
jobs
TARGET
CONSUMER!
LAUNCH
PLANS!
PRODUCT
PILLARS!
BRAND
TRUTHS!

7. 25/09/2014
7
COMPANY
HISTORY!
GROWTH
IDEA!
ROADMAP!
What’s wrong with this
approach?

8. 25/09/2014
8
Photo credit: Thomas Leuthard
Complete & utter
confusion
There is another way . . .

9. 25/09/2014
9
#1 Be brief
Source: “Great presentations are like ads”

10. 25/09/2014
10
#2 Be creative with the brief

11. 25/09/2014
11
What is one object that represents
how consumers feel when they use
Photo credit: Victor Hanacek
your brand?
#3 Be clear about expectations

12. 25/09/2014
12
The pitch process
The temptation . . .

13. 25/09/2014
13
Passive
approach
Completely
hands-off

14. 25/09/2014
14
Photo credit: 55Laney69
Leave agency hanging

15. 25/09/2014
15
Why is this an issue?
Image credit: Classic Cottages
Everyone
loses

16. 25/09/2014
16
Photo credit: Kelley Bozarth
Another way to work . . .
#1 Provide feedback
Photo Credit: Ryan McGuire

17. 25/09/2014
17
#2 Act as if they’re hired
#3 Respect their time
Photo credit: Ryan McGuire

18. 25/09/2014
18
Photo credit: Victor Hanacek
The work
What can happen . . .

19. 25/09/2014
19
Leave them to solve
impossible puzzle
Photo credit: X-Factro
Allow project to become an
endless “audition”

20. 25/09/2014
20
Photo credit: Jonathan Kos-Read
Change the
brief . . .
Or raise
the bar

21. 25/09/2014
21
Photo credit: Jesse Clockwork
So then what happens?

22. 25/09/2014
22
The food
arrives
Why is this an issue?!

23. 25/09/2014
23
You won’t make
progress
An alternative
approach . . .

24. 25/09/2014
24
#1 Be available as needed
for us
#2 Agency works with us

25. 25/09/2014
25
#3 Don’t change your order
Photo credit: Snap Eat 2013
Photo credit: Victor Hanacek
My biggest
pet peeve

26. 25/09/2014
26
Photo credit: Wendy Hill
My
challenge
to you
In summary . . .
The Brief
is
clear
The Pitch
is
respectful
The Work
is
collaborative

27. 25/09/2014
27
Photo credit: Ryan McGuire
Contact me to learn more about how to:
• Manage agencies more effectively
• Improve your presentation skills
• Make the most of your personal brand
Joseph Liu, ACC
joseph@ilumity.com @ilumity
Follow me . . .
ilumity.com
Copyright
©
2014
by
Joseph
Liu,
Ilumity®
Coaching.
All
Rights
Reserved.

28. 25/09/2014
28
Discussion
for
table
groups
What’s
one
change
you
will
make
as
a
client
to
create
a
more
productive
partnership
with
your
digital
agency?
What
impact
could
this
have?
Photo credit: Creative Commons, Waag Society