'Clients are from Mars. Creatives are from Venus.' What you will learn is how to get to better client, agency relationships. Enjoy. Ps. And please share if you have learnt something from this presentation.

7. Seven ways to get more from your
agency relationship
1. Building a lasting relationship
2. Stimulate more effective ideas
3. What to do if the relationship is in crisis
4. More effective ways to review creative work
5. What Venusians fear most
6. What makes a great Martian
7. Fun in marketing

8. 1. Building a lasting relationship

9. 1. Building a lasting relationship
The language of opposite meanings

10. 1. Building a lasting relationship
53,047,002 miles apart

11. 1. Building a lasting relationship

12. 1. Building a lasting relationship
Possible format of the 2-Way Review
1. Account Management 1. Marketing Managers
2. Strategic Planning 2. Involvement with Business
3. Creative Work 3. Creative Review Process
4. Production Processes 4. Results Sharing
5. Timings & Costings 5. Remuneration
6. Overall Assessment 6. Overall Assessment
7. Any other issues 7. The Future

19. 1. To build a lasting relationship
you need
talk regularly in 2-way reviews

20. 2. How to stimulate more effective ideas

21. 2. How to stimulate more effective ideas
• Deliver an inspiring Communications Brief
• Insist the Venusians visit your call centre,
factory, shop etc
• Give everyone working on the brief plenty
of product
• Challenge them to be brilliant
• Set high expectations by saying things like
‘you’re really excited, and can’t wait to
see the ideas’

22. 2. How to stimulate more effective ideas
A tale of 3 Martians

30. 2. Want to stimulate more effective ideas
show the
it’s contagious

32. Has your agency:
a. Missed a deadline recently?
b. Been slow to respond to a brief?
c. Been too expensive?
d. Failed to be pro-active?
e. All or any of the above.

34. 3. What to do if the relationship is in crisis

39. 3. If the relationship is in crisis
seek

40. 4. More effective ways to review work

41. 4. More effective ways to review work
• Start with the brief (it’s your road map)
• Set clear expectations (agree the level of finish
before hand)
• Have your Venusians present to you
• Avoid giving it the old ‘once round the office’
• Be positive and open set a relaxed mood

43. 4. More effective ways to review work
• Ask yourself is there a ‘WOW Factor’
• Don’t worry about a missed comma,
worry about a missing idea
• Always give initial feedback (be constructive)
• If in doubt, give the work the overnight test
• BE TRUE to your customer

45. 4. The best way to review creative work
be the customer

46. 5. What Venusians fear most

50. 5. What Venusians fear most

51. 5. What Venusians fear most

52. 5. What Venusians fear most

54. 5. Venusians fear failure
remove the
fear of

55. 6. What makes a great Martian

56. 6. What makes a great Martian

57. 6. What makes a great Martian
• Gives a clear brief and sticks to it
• Champions the work, becomes the No.1 fan
• Is the first to cheer at the ADMA Awards
• Cultivates honesty
• Enthusiastic
• Not afraid of ideas

58. ‘Ideas are your last legal means
of an unfair competitive advantage.’

59. 6. What makes a great Martian
• Tight deadline/budget. Okay, but be fair.
• Pride (has the successful campaigns framed on
the office wall)
• Keeps Venusians involved in the business
• Wants their agency to be successful
(to profit, not profiteer)
• Gives feedback the appropriate way
• Remembers to say “Thank You”

60. 6. To be recognised as a great Martian
offer
and great work will flourish

62. Whose having all the fun?
•Melrose Place
•Beverly Hills 90210
•What Women Want
•Models Inc
•Bewitched
•Crazy People
•How to get ahead in advertising
•Nothing In Common
•Planes, trains and automobiles
•Desperate Housewives

64. 7. More fun in marketing

65. We believe in making a difference.
In our customers’ eyes, we stand for value
for money, quality, innovation, fun and a
sense of competitive challenge.

72. 7. Put the fun back into marketing
be happy

76. Getting more from your agency relationship
1. To build a lasting relationship you need trust
2. Want to stimulate more effective ideas, show passion
3. If the relationship is in crisis seek counselling
4. The best way to review creative work is be true
5. Remove the fear of failure
6. To be recognised as a great Martian offer respect
7. Put the fun back into marketing and smile