The document, presented by Joseph Liu, emphasizes effective agency management through three key elements: a clear brief, respectful pitch, and collaborative work process. It highlights common pitfalls in agency-client relationships, such as confusion and lack of communication, and offers alternative strategies to enhance productivity and partnerships. Liu encourages clients to adopt proactive practices to foster stronger connections with their agencies.

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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

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Source:
funnyjunk.com

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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

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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

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The Brief
The tendency . . .

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We
suddenly
change
jobs
TARGET
CONSUMER!
LAUNCH
PLANS!
PRODUCT
PILLARS!
BRAND
TRUTHS!

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COMPANY
HISTORY!
GROWTH
IDEA!
ROADMAP!
What’s wrong with this
approach?

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Photo credit: Thomas Leuthard
Complete & utter
confusion
There is another way . . .

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#1 Be brief
Source: “Great presentations are like ads”

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#2 Be creative with the brief

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

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The pitch process
The temptation . . .

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Passive
approach
Completely
hands-off

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Photo credit: 55Laney69
Leave agency hanging

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Why is this an issue?
Image credit: Classic Cottages
Everyone
loses

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Photo credit: Kelley Bozarth
Another way to work . . .
#1 Provide feedback
Photo Credit: Ryan McGuire

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#2 Act as if they’re hired
#3 Respect their time
Photo credit: Ryan McGuire

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Photo credit: Victor Hanacek
The work
What can happen . . .

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

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Photo credit: Jonathan Kos-Read
Change the
brief . . .
Or raise
the bar

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Photo credit: Jesse Clockwork
So then what happens?

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The food
arrives
Why is this an issue?!

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You won’t make
progress
An alternative
approach . . .

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#1 Be available as needed
for us
#2 Agency works with us

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

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

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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.

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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