This document discusses better collaboration between agencies and clients. It notes that historically, agencies did not provide clients with a full understanding of the creative process or ideas, and clients did not know how to properly evaluate work. It advocates that agencies start presentations with the agreed upon creative brief to provide necessary context before presenting ideas. Agencies should tell a story that bridges the brief to the final idea, giving clients a complete understanding. The document also provides models for properly evaluating ideas and ensuring collaborative discussions between agencies and clients.

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image
BETTER WORK.
TOGETHER.

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BETTERWORK.TOGETHER.

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BETTERWORK.TOGETHER.

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01
The agency didn’t
give clients a
complete story
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.

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01
02
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evaluate the work
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.

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01
02
03
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evaluate the work
Neither agency or
client approached
the meeting with a
collaborative attitude
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.

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In short, the agency
and client weren’t
working as a team.
BETTERWORK.TOGETHER.

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GIVING CLIENTS
A COMPLETE
STORY
HOWAGENCIESCANHELP

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Agencies should never just show
table19.co.uk • @wearetable19 10
HOWAGENCIESCANHELP

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THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
YOUR AGENCY MUST TELL
A STORY THAT SHOWS
THE INSIGHT THAT
BRIDGES THE BRIEF AND
THE END IDEA.
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FIRST THEN FINALLY
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP

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THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
YOUR AGENCY MUST TELL
A STORY THAT SHOWS
THE INSIGHT THAT
BRIDGES THE BRIEF AND
THE END IDEA.
FIRST THEN
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FINALLY
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP

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THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
FIRST
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FINALLY
YOUR AGENCY MUST TELL
A STORY THAT SHOWS
THE INSIGHT THAT
BRIDGES THE BRIEF AND
THE END IDEA.
THEN
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP

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&
We call it...
...and here’s how it works:
Inspiration Idea
HOWAGENCIESCANHELP

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October 2014
TRY BEFORE YOU BUY

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People’s everyday reliance on
broadband means they’re reluctant
to risk switching providers.
Inspiration
PUTTINGTHEORYINTOPRACTICE

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To draw a parallel between Sky Broadband
and another of life’s important purchases,
so that our customers can see the offer in a
different context.
Idea
PUTTINGTHEORYINTOPRACTICE

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PUTTINGTHEORYINTOPRACTICE
“TBYB is currently the strongest
performing national press creative to
have run this quarter.”
Andy Heatley
“TBYB is currently the strongest
performing national press
creative to have run this quarter.”
Andy Heatley

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EVALUATING
IDEAS IS AS
EASY AS ABC
THEEVALUATIONPROCESS

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So, how do you
pick a good idea?
THEEVALUATIONPROCESS

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There’s always a
place for instinct.
And the longer you work in marketing, the
more you hone those skills.
THEEVALUATIONPROCESS

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Rational is vital
though. We use
the ABC model
to make sure
work is right:
Our approach
The T19 ABC Insights Model
Audience
Put yourself in your customers’
shoes - how do they live, how
do they talk, what are their
fears, concerns, points of
optimism - will this idea get
them excited?
Competition
Will this give us
differentiation from
competitors, giving
customers a reason
to stay/buy with us?
GREAT
IDEAS SIT
HERE
Brand
Is this creative true
to the brand - both
it’s look and TOV,
and in the promises
its making to the
audience?
THEEVALUATIONPROCESS

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A collaborative
approach is key
THEEVALUATIONPROCESS

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The initial presentation should
be used as a working session –
not just one-way selling where
an idea is rejected (or bought)
because of an element that
could easily be developed.
THEEVALUATIONPROCESS

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What you should demand
from your agencies…
That the key team be there in person. So they can build on idea and explain
things fully. I usually always insist on the creative who worked on an idea being
there as no one can explain an idea quite as well as the person who incepted it.
THEEVALUATIONPROCESS

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In exchange for this, there
are things an agency can ask
of their client.
table19.co.uk • @wearetable19 26
THEEVALUATIONPROCESS

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THEEVALUATIONPROCESS
…and
build on
what’s
wrong
That they
first look
for what’s
right in each
idea…

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And that they never, ever
start with ‘I think my boss
will/won’t like this idea’.
THEEVALUATIONPROCESS

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BONUS
BONUS

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WOW – THE
CREATIVES
MUST BE
AMAZING!
When I was new
to the industry
and I saw an
awesome idea, I
used to think...
BONUS

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WOW – THE
CLIENT MUST
BE BRAVE!
Then after a few
years, if I saw an
awesome idea I
used to think...
BONUS

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Now, if I see
an awesome
idea, I think... WOW – THE
CLIENT AND
AGENCY MUST
HAVE A GREAT
RELATIONSHIP!
BONUS