The client/agency relationship is an area fraught with potential problems. Competition in the field has now augmented the necessity to understand the working relationship far more thoroughly to help the client to get better value from the agency. The demand has moved from the need for client satisfaction to the need for excellence when it comes to agency performance. Only by having a good relationship can a client get the best advertising (and the same applies to both sides of the equation). A good relationship rests on a raft of elements, all of which are covered in this book.
INTRODUCTION. 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.