Archive | September, 2011

10 ways to avoid being a marketing agency plonker

27 Sep

 “The intimacy and local focus of the programme will maximise the tangible application of content – but this needs to be translated into a coherent whole that is greater than the sum of its parts”
  1. Avoid spending 45 minutes of your agency pitch, telling clients all about the brief. Stating the obvious, they wrote it.
  2. There’s a really good reason why you have 2 ears and only 1 mouth. You might want to think about proportionate use in your next client meeting.
  3. Avoid using multiple slide presentations to post-rationalise a creative route or strategy. Back-story narration doesn’t come as standard with most marketing messages.
  4. When you know the ideas you’re presenting are shit, do yourself a favour and cancel the meeting. If it’s one of those rare and unfortunate occasions where you’re presenting work you haven’t even seen – avoid blagging and come clean with the client. They may be polite and appear not to have noticed this, but trust me they have – and they think you’re a knob.
  5. When you know the ideas you’re presenting are shit, it’s time to leave the creative agency.
  6. Writing things like “The intimacy and local focus of the programme will maximise the tangible application of content – but this needs to be translated into a coherent whole that is greater than the sum of its parts” has never and will never make any sense whatsoever. Probably best not to write that in a proposal.
  7. Radical idea: How about tackling a brief based on the clients’ business problem, rather than shoehorning an idea into one of the few marketing channels you understand..?
  8. Learn about your clients’ businesses – and learn about their industries. No mate, I mean REALLY learn. You telling your clients key stuff they didn’t know about their businesses or industries is positioning yourself as invaluable (and interested).
  9. As incredible as it is to comprehend, you do not know EVERYTHING. Accept this and be honest about it, because your clients (and prospective clients) will know it – and your credibility will cease to exist very quickly indeed (see the ‘knob’ comment in point 4).
  10. Try like hell never to become complacent. Always up your creative game and never take your relationship with your clients for granted. I know this and that’s why I’m able to court them right now.
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