1. The client should brief the agency clearly on what is required & obtain agreement before creative work is done. On exactly what the advt is expected to show.
2. The client thinks through the answer to 3 questions before briefing:
a) What exactly is the agency being asked to do?
b) What information does the agency need?
c) What question is the agency likely to ask?
3. at the briefing session and in the briefing document, the agency should
be given all the information they might need to come-up with strategic & creative ideas.i.e product information, consumers information, competitive information & legal instruction.
4. It is vital that the agency be provided with a problem that the client has but with the possible solution.
5. when the agency comes up with its proposed campaign, the agency account executive should be expected to fight for the agency’s recommendations regarding good creative work and not be a passive ‘yes' man.
6. A key element of this relationship has to be the desire & willingness of the client to support creative work that is not simply safe but instead is bold & take risk as long as it is strategic.
7. The approval process needs to use but not rely exclusively on research, and the people making the approvals on the client’s side need to be trained to recognize & approve fresh but on target creative work.
8. When the agency makes its presentations criticism should be honest but not brutal, it critism should be constructive, tactful& depersonalized.
9. On the agency side, the agency needs to display a great ability to listen carefully to what the client needs are & must appreciate the political ramifications of the agency recommendations.
10.The agency needs to take a leadership role in developing & pushing for high quality & bold creative work on the client’s account. It is the agency’s role to be intellectually honest to be of counsel to offer an outside perspective that the client may not have.
2. The client thinks through the answer to 3 questions before briefing:
a) What exactly is the agency being asked to do?
b) What information does the agency need?
c) What question is the agency likely to ask?
3. at the briefing session and in the briefing document, the agency should
be given all the information they might need to come-up with strategic & creative ideas.i.e product information, consumers information, competitive information & legal instruction.
4. It is vital that the agency be provided with a problem that the client has but with the possible solution.
5. when the agency comes up with its proposed campaign, the agency account executive should be expected to fight for the agency’s recommendations regarding good creative work and not be a passive ‘yes' man.
6. A key element of this relationship has to be the desire & willingness of the client to support creative work that is not simply safe but instead is bold & take risk as long as it is strategic.
7. The approval process needs to use but not rely exclusively on research, and the people making the approvals on the client’s side need to be trained to recognize & approve fresh but on target creative work.
8. When the agency makes its presentations criticism should be honest but not brutal, it critism should be constructive, tactful& depersonalized.
9. On the agency side, the agency needs to display a great ability to listen carefully to what the client needs are & must appreciate the political ramifications of the agency recommendations.
10.The agency needs to take a leadership role in developing & pushing for high quality & bold creative work on the client’s account. It is the agency’s role to be intellectually honest to be of counsel to offer an outside perspective that the client may not have.