Wednesday, September 22, 2010

A Brief Guide to What Marketers Want From Their Creative Agency (Part 2 of 3)

Most of you know that I tend to focus on the creative side of our industry, but every so often I think it's health to look at what clients are looking for.  So,here is the second installment from Denny Tu's blog, written with the help of  Tom Lucas, Director of Marketing & Communications at  UKTV.  It is very concise - I think it's great.

Get a Grip on the Numbers
Get on every email circulation list which disseminates performance data on your client companies.
Read the analyst report.
Get a copy of your client’s P&L, see where the marketing line fits in.
Look at your fees from the FD’s perspective. Make it easy for him, demonstrate that the actual return on your endeavours outweighs the cost of hiring you.
If you need to hire someone to do this, do it.

Don’t get the brief right. Get the right brief.
Sometimes I think we get the wrong answers because we ask ourselves the wrong questions.
“What is the single-minded message?” might be appropriate for a poster, but different consumer behaviours and a new marketing paradigm demand new questions.
In the digital age, a better question is “Why would I want to get involved?”
Templates might make us feel comfortable, but sometimes we need to mix it up a bit.
Let’s make the brief fit for purpose.

Adspend is the last resort
Spend your client’s money as if it were your own.
Exploit every last bit of owned or earned media. Audit the social networks. Find and arm the brand ambassadors.
Only once your client’s brand permeates every possible realm of free media should you consider paying for it.
And when you do, make sure you demonstrate that every penny is driving incremental reach and reaching the parts that free media can’t.

Don’t let the cracks show
We like integrated solutions more than we like integrated communications groups.
Solve our problem using the right channels. Present and deliver the answer, on time and on budget.
Then tell us that you got your affiliate PR agency, online experts, econometricians on the case.
Nothing underwhelms like a “360 solution” that isn’t a solution at all, so under promise and over deliver.

Be perfectly laid-back
Work hard but appear effortless. Nothing rattles a client like an agency that looks worried. Our job is to make things difficult enough for you to be brilliant on our behalf.
Be passionate, but never forget it’s only advertising- and there will be another idea.

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