The power of creative collaboration
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This document discusses better collaboration between agencies and clients. It notes that historically, agencies did not provide clients with a full understanding of the creative process or ideas, and clients did not know how to properly evaluate work. It advocates that agencies start presentations with the agreed upon creative brief to provide necessary context before presenting ideas. Agencies should tell a story that bridges the brief to the final idea, giving clients a complete understanding. The document also provides models for properly evaluating ideas and ensuring collaborative discussions between agencies and clients.
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The power of creative collaboration
- 1. table19.co.uk • @wearetable19 1 image BETTER WORK. TOGETHER.
- 2. table19.co.uk • @wearetable19 2table19.co.uk • @wearetable19 2 BETTERWORK.TOGETHER.
- 3. table19.co.uk • @wearetable19 3table19.co.uk • @wearetable19 3 BETTERWORK.TOGETHER.
- 4. table19.co.uk • @wearetable19 4 01 The agency didn’t give clients a complete story table19.co.uk • @wearetable19 BETTERWORK.TOGETHER.
- 5. table19.co.uk • @wearetable19 5 01 02 The agency didn’t give clients a complete story The client didn’t know how to evaluate the work table19.co.uk • @wearetable19 BETTERWORK.TOGETHER.
- 6. table19.co.uk • @wearetable19 6 01 02 03 The agency didn’t give clients a complete story The client didn’t know how to evaluate the work Neither agency or client approached the meeting with a collaborative attitude table19.co.uk • @wearetable19 BETTERWORK.TOGETHER.
- 7. table19.co.uk • @wearetable19 7 In short, the agency and client weren’t working as a team. BETTERWORK.TOGETHER.
- 8. table19.co.uk • @wearetable19 9 GIVING CLIENTS A COMPLETE STORY HOWAGENCIESCANHELP
- 9. table19.co.uk • @wearetable19 10 Agencies should never just show table19.co.uk • @wearetable19 10 HOWAGENCIESCANHELP
- 10. table19.co.uk • @wearetable19 11 THEY NEED TO START THE PRESENTATION WITH THE AGREED CREATIVE BRIEF, WHICH MUST ALWAYS BE THE SPRINGBOARD. YOUR AGENCY MUST TELL A STORY THAT SHOWS THE INSIGHT THAT BRIDGES THE BRIEF AND THE END IDEA. NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. FIRST THEN FINALLY table19.co.uk • @wearetable19 HOWAGENCIESCANHELP
- 11. table19.co.uk • @wearetable19 12 THEY NEED TO START THE PRESENTATION WITH THE AGREED CREATIVE BRIEF, WHICH MUST ALWAYS BE THE SPRINGBOARD. YOUR AGENCY MUST TELL A STORY THAT SHOWS THE INSIGHT THAT BRIDGES THE BRIEF AND THE END IDEA. FIRST THEN NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. FINALLY table19.co.uk • @wearetable19 HOWAGENCIESCANHELP
- 12. table19.co.uk • @wearetable19 13 THEY NEED TO START THE PRESENTATION WITH THE AGREED CREATIVE BRIEF, WHICH MUST ALWAYS BE THE SPRINGBOARD. FIRST NOW THEY CAN SHOW THE END IDEA. BECAUSE YOU UNDERSTAND THE WHOLE IDEA. AND YOU HAVE A COMPLETE STORY TO TAKE TO STAKEHOLDERS. FINALLY YOUR AGENCY MUST TELL A STORY THAT SHOWS THE INSIGHT THAT BRIDGES THE BRIEF AND THE END IDEA. THEN table19.co.uk • @wearetable19 HOWAGENCIESCANHELP
- 13. table19.co.uk • @wearetable19 14 & We call it... ...and here’s how it works: Inspiration Idea HOWAGENCIESCANHELP
- 14. table19.co.uk • @wearetable19 15 October 2014 TRY BEFORE YOU BUY
- 15. table19.co.uk • @wearetable19 16 People’s everyday reliance on broadband means they’re reluctant to risk switching providers. Inspiration PUTTINGTHEORYINTOPRACTICE
- 16. table19.co.uk • @wearetable19 17 To draw a parallel between Sky Broadband and another of life’s important purchases, so that our customers can see the offer in a different context. Idea PUTTINGTHEORYINTOPRACTICE
- 17. table19.co.uk • @wearetable19 18 PUTTINGTHEORYINTOPRACTICE “TBYB is currently the strongest performing national press creative to have run this quarter.” Andy Heatley “TBYB is currently the strongest performing national press creative to have run this quarter.” Andy Heatley
- 18. table19.co.uk • @wearetable19 19 EVALUATING IDEAS IS AS EASY AS ABC THEEVALUATIONPROCESS
- 19. table19.co.uk • @wearetable19 20 So, how do you pick a good idea? THEEVALUATIONPROCESS
- 20. table19.co.uk • @wearetable19 21 There’s always a place for instinct. And the longer you work in marketing, the more you hone those skills. THEEVALUATIONPROCESS
- 21. table19.co.uk • @wearetable19 22 Rational is vital though. We use the ABC model to make sure work is right: Our approach The T19 ABC Insights Model Audience Put yourself in your customers’ shoes - how do they live, how do they talk, what are their fears, concerns, points of optimism - will this idea get them excited? Competition Will this give us differentiation from competitors, giving customers a reason to stay/buy with us? GREAT IDEAS SIT HERE Brand Is this creative true to the brand - both it’s look and TOV, and in the promises its making to the audience? THEEVALUATIONPROCESS
- 22. table19.co.uk • @wearetable19 23 A collaborative approach is key THEEVALUATIONPROCESS
- 23. table19.co.uk • @wearetable19 24 The initial presentation should be used as a working session – not just one-way selling where an idea is rejected (or bought) because of an element that could easily be developed. THEEVALUATIONPROCESS
- 24. table19.co.uk • @wearetable19 25 What you should demand from your agencies… That the key team be there in person. So they can build on idea and explain things fully. I usually always insist on the creative who worked on an idea being there as no one can explain an idea quite as well as the person who incepted it. THEEVALUATIONPROCESS
- 25. table19.co.uk • @wearetable19 26 In exchange for this, there are things an agency can ask of their client. table19.co.uk • @wearetable19 26 THEEVALUATIONPROCESS
- 26. table19.co.uk • @wearetable19 27 THEEVALUATIONPROCESS …and build on what’s wrong That they first look for what’s right in each idea…
- 27. table19.co.uk • @wearetable19 28 And that they never, ever start with ‘I think my boss will/won’t like this idea’. THEEVALUATIONPROCESS
- 28. table19.co.uk • @wearetable19 32 BONUS BONUS
- 29. table19.co.uk • @wearetable19 33 WOW – THE CREATIVES MUST BE AMAZING! When I was new to the industry and I saw an awesome idea, I used to think... BONUS
- 30. table19.co.uk • @wearetable19 34 WOW – THE CLIENT MUST BE BRAVE! Then after a few years, if I saw an awesome idea I used to think... BONUS
- 31. table19.co.uk • @wearetable19 35 Now, if I see an awesome idea, I think... WOW – THE CLIENT AND AGENCY MUST HAVE A GREAT RELATIONSHIP! BONUS