This document contains notes from a presentation on better collaboration between clients and agencies. It discusses how lack of shared definitions and growth strategies can prevent synergy. Common types of brand growth are listed as stealing share, growing the category, acquiring new customers, increasing frequency, and protecting share. Alternative approaches like focusing on mental and physical availability and being distinctive are proposed. Issues like clients not completing work and agencies being unaware of technologies are addressed. The presentation concludes by advising agencies to revamp account planning skills, be open to network-based teams, control overhead expenses, and stay aware of emerging technologies.

1. www.rocklin.co
29.05.2015
A FEW HINTS ON BETTER COLLABORATION
ADRENALINAS’15

2. WHO WE ARE
SOME AWARDS
WE WORKED WITH
A family-run branding & communication
consultancy with offices in Tel-Aviv and
Moscow.
More than 20 years of experience in
marketing services in Europe, Middle
East, Asia, Russia & CIS.
We develop positioning, visual identities,
packaging, brand names, strategic
launch plans, communication strategies,
creative solutions.

3. WHAT USUALLY PREVENTS US FROM CREATING ONE?
SYNERGY

4. FOR EXAMPLE,
WHEN CLIENT AND AGENCY
DON'T USE THE SAME DEFINITIONS
TO TALK ABOUT BRAND'S BUSINESS

5. WHAT IS THE FIRST QUESTION
YOU USUALLY ASK YOUR CLIENT?

6. WHAT IS THE FIRST QUESTION
YOU USUALLY ASK YOUR CLIENT?
“WHAT IS YOUR GROWTH
STRATEGY?”

7. PLEASE NAME ALL POSSIBLE
TYPES OF BRAND’S GROWTH

8. BRAND GROWTH
Stealing share1

9. BRAND GROWTH
Stealing share
Growing the category
1
2

10. BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
1
2
3

11. BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
Higher frequency
1
2
3
4

12. BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
Higher frequency
Protecting own share
1
2
3
4
5

13. BRAND GROWTH
Stealing share
Growing the category
New customers/a new need
Higher frequency
Protecting own share
Higher margin
1
2
3
4
5
6

14. AN ALTERNATIVE
APPROACH:
“HOW
BRANDS
GROW”

15. MENTAL
AVAILABILITY
PHYSICAL
AVAILABILITY

16. BE DISTINCTIVE

17. PENETRATION
OVER LOYALTY

18. WHEN CLIENT DOESN'T GET THE WORK
DONE BY PEOPLE HE PAID FOR

19. A team similar
to Hollywood production
crews — as described
in "The Brand Gap”
Regional relevance: cherry-
picking right people from
adjacent markets
No need for a fancy office —
to impress clients and
to entertain staff

20. WHEN AGENCIES AREN’T AWARE
ABOUT TECHNOLOGIES AVAILABLE
IN THE MARKET

21. CARLING BLACK LABEL:
THE CANNES CASE
https://youtu.be/etmzOOtNCIk

22. INSTEAD OF SUMMARY...

23. Revamp your account planning skills1
2
3
4

24. Revamp your account planning skills
Don't be afraid of building network-based
project teams
1
2
3
4

25. Revamp your account planning skills
Don't be afraid of building network-based
project teams
Be reasonable with your overhead expenses
1
2
3
4

26. Revamp your account planning skills
Don't be afraid of building network-based
project teams
Be reasonable with your overhead expenses
Learn which technologies are available —
or be swept away by them
1
2
3
4

27. ALEXANDER AGATOV
HEAD OF STRATEGY
agatov@gmail.com
+48 668 916227
+7 917 5025580
www.rocklin.co
THANK YOU!