On The Edge Reading - Ilumity Coaching - Joseph Liu

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Topic: How you can get the most from your agencies * 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

Marketing

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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On The Edge Reading - Ilumity Coaching - Joseph Liu

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

On The Edge Reading - Ilumity Coaching - Joseph Liu

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