On The Edge Reading - Ilumity Coaching - Joseph Liu

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The document discusses how to effectively manage relationships with marketing agencies. It recommends that clients be clear in briefing agencies, respectful during the agency pitching process, and collaborative with the agency throughout project work. Specifically, the document advises clients to provide concise and creative briefs, give constructive feedback to pitching agencies, respect agencies' time, avoid changing project requirements, and be available for collaboration with the selected agency. Following these practices will result in better quality work and more productive long-term agency partnerships.

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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