Description
Book SynopsisThe client/agency relationship is an area fraught with potential for mishap. Competition in the field has created an urgent need to understand the relationship far more thoroughly to help clients get better value from agencies, with the demand moving from a need for client satisfaction to a need for excellent agency performance.
Table of ContentsINTRODUCTION.
ACKNOWLEDGEMENTS.
1. AGENCIES: CAN’T LIVE WITH THEM, CAN’T LIVE WITHOUT THEM.
Understanding What you Want from an Agency.
Understanding the Nature of your Organization.
The Collaborative Spirit: The Essential Ingredient.
Starting off on the Right Foot.
Ensuring that the New Team Works Well Together.
2. HOW AN AGENCY WORKS BEHIND THE SCENES.
Understanding how an Agency is Structured.
Understanding the Creative Development Process.
3. SELECTING AN AGENCY.
Preparation Before an Agency Review.
Working with Third-Party Specialists.
Guidelines on Agency Search and Selection.
Meeting the Agency Face-to-Face.
Post-Pitch Feedback.
4. BRIEFING AN AGENCY.
The Value of the Briefing Process.
The Role of the Different Briefing Stages.
The Key Elements to the Brief.
Four Principles for a Good Brief.
The Hotspots of the Brief.
Developing a Challenging Communications Proposition.
Creating an Inspiring Briefing.
5. CHAMPIONING THE CREATIVE PRODUCT.
How to Evaluate Creative.
Providing Usable Feedback.
Creating a Creatively Receptive Environment.
Presenting Creative Effectively.
6. SMOOTHING THE WAY FOR EFFECTIVE CAMPAIGNS.
Establishing Project Management Systems.
Approval Procedures.
Checking the Legal Aspects.
Moving from Concepts to Campaign Execution Effectively.
Managing Problems with a Creative Concept.
7. TAKING CARE OF THE FINANCES OF THE RELATIONSHIP.
Different Agency Remuneration Structures.
Working with Procurement.
Contract or No Contract?
Setting a Budget.
How an Agency Works in Terms of Finances.
8. DEVELOPING A LONG-TERM RELATIONSHIP.
Managing Creativity.
Knowing the Friction Points.
Balancing Success and Failure.
Getting your Portfolio of Agencies to Work Together.
Evaluating Agency Performance.
EPILOGUE.
REFERENCES.
USEFUL INFORMATION SOURCES.
ABOUT THE AUTHOR.
INDEX.
