By Michael Sims
The client/agency courting is a space fraught with capability difficulties. pageant within the box has now augmented the need to comprehend the operating dating way more completely to aid the customer to recuperate worth from the organization. The call for has moved from the necessity for consumer pride to the necessity for excellence by way of supplier functionality. merely through having a superb dating can a consumer get the simplest advertisements (and an identical applies to either side of the equation). a superb courting rests on a raft of components, all of that are lined during this e-book.
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Additional info for Working With Agencies: An Insider's Guide
Example text
This is a refinement of the thinking in your brief and is addressed specifically to the creative team. At this stage you may also be issuing other briefs such as to your media agency, internal contact centre and your internal communications department. Concept Development Once the briefs have been approved, the creative team can start to think about developing a concept. This is the pure idea or theme that is derived from the brief’s single-minded proposition. Before the agency personnel present their ideas to you, it is worth confirming what you are expecting and what they are going to deliver.
SELECTING AN AGENCY CHAPTER 3 ........................ SELECTING AN AGENCY In this chapter you will learn about: ž Preparation before an agency review. ž Working with third-party specialists. ž Guidelines on agency search and selection. ž Meeting the agency face-to-face. ž Post-pitch feedback. T hose who have sat in an agency pitch presentation and sadly realized within 10 minutes that they are not going to hear what they were hoping for know the value of preparing the groundwork when selecting an agency.
In essence, in order to build a platform for the type of partnership that this chapter has advocated, you need to know each other well enough to have open and honest conversations. Once the heady initial honeymoon period is over, 21 22 AGENCIES: CAN’T LIVE WITH THEM, CAN’T LIVE WITHOUT THEM ............................................................................................................ 9 Agency contacts knowledge questionnaire ENSURING THAT THE NEW TEAM WORKS WELL TOGETHER ............................................................................................................