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Ross Farquhar (101 London), James Whatley (Ogilvy) and Angus George (Ogilvy) tell you all you need to know to be the your agencies best client.
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BEING THE BEST CLIENT YOUR AGENCY HAS
CREATIVELY-AWARDED CAMPAIGNS ARE
11 TIMES MORE EFFICIENT THAN NON-AWARDED
ONES IN TERMS OF THE LEVEL OF MARKET SHARE GROWTH
THEY DRIVE PER POINT OF ESOV
CREATIVELY-AWARDED CAMPAIGNS APPEAR TO
ACHIEVE THEIR GREATER EFFECTIVENESS LEVELS
WITH MUCH GREATER CERTAINTY THAN THE NON-AWARDED CAMPAIGNS:
THEY ARE MORE RELIABLE INVESTMENTS
THE GREATER THE LEVEL OF CREATIVITY
(I.E. THE MORE MAJOR CREATIVE AWARDS A CAMPAIGN WINS) THE GREATER THE LEVEL OF
EFFECTIVENESS
“For a work to be truly creative, it has to depart from the status quo at some point.
That departure makes many people uncomfortable. Despite our oft-stated desire for more creativity, we also hold a stronger
desire for certainty and structure. When that certainty is challenged, a bias against
creativity develops.”
Source: “Why Your Great Ideas Get Turned Down” -‐ David Burkus, Assistant Professor of Management, Oral Roberts University
“I DON’T WANT TO CONSTRAIN YOUR THINKING”
“HE’S GOT NO MONEY”
“I LOVE IT – OF COURSE, I’LL JUST HAVE TO RUN IT PAST MY
STAKEHOLDERS”
“THIS IS THE END.”
“I NEED TO MAXIMISE MY WORKING SPEND”
“I’M NOT GETTING PAID.”
“WE WON’T FEED BACK IN THE MEETING, WE’LL
FOLLOW UP TOMORROW WITH A CONSOLIDATED
POINT OF VIEW”
“I’M GETTING AN EMAIL TOMORROW TELLING ME
THEY HATE IT.”
Principle 1 START OPENLY
(FOR GOOD AND FOR BAD)
Principle 2 BE DIRECT AND CLEAR
Principle 3 BE EXCITABLE
THE FIVE PROJECTIONS
OF LOVE
TIME
TIME
TIME
TIME
TIME
TOUCH
TOUCH
TOUCH
TOUCH
TOUCH
WORDS
WORDS
WORDS
WORDS
ACTIONS
ACTIONS
PRESENTS
PRESENTS
PRESENTS
PRESENTS
PRESENTS
HONEST STRAIGHT-FORWARD
KIND
THANK YOU
