the power of creative collaboration

table19.co.uk • @wearetable19 1

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BETTER WORK. TOGETHER.

table19.co.uk • @wearetable19 2table19.co.uk • @wearetable19 2

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table19.co.uk • @wearetable19 3table19.co.uk • @wearetable19 3

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01 The agency didn’t give clients a complete story

table19.co.uk • @wearetable19

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0102

The agency didn’t give clients a complete story

The client didn’t know how to evaluate the work


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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


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

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GIVING CLIENTS A COMPLETE STORY

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Agencies should never just show


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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


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THE SPRINGBOARD.



THE END IDEA.

FIRST THEN




FINALLY


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THE SPRINGBOARD.

FIRST




FINALLY



THE END IDEA.

THEN


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&

We call it...

...and here’s how it works:

Inspiration Idea

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October 2014

TRY BEFORE YOU BUY


People’s everyday reliance on broadband means they’re reluctant

to risk switching providers.

Inspiration

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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

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“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


EVALUATING IDEAS IS AS EASY AS ABC

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So, how do you pick a good idea?

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There’s always a place for instinct.

And the longer you work in marketing, the more you hone those skills.

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Rational is vital though. We use the ABC model to make sure work is right:

Our approachThe T19 ABC Insights Model

AudiencePut 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?

CompetitionWill this give us

differentiation from competitors, giving customers a reason to stay/buy with us?

GREAT IDEAS SIT

HEREBrand

Is this creative true to the brand - both it’s look and TOV,

and in the promises its making to the

audience?

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A collaborative approach is key

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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.

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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.

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In exchange for this, there are things an agency can ask

of their client.


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…andbuild on what’swrong

That they first look

for what’s right in each

idea…


And that they never, ever start with ‘I think my boss

will/won’t like this idea’.

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BONUS

BONUS


WOW – THE CREATIVES MUST BE AMAZING!

When I was new to the industry and I saw an awesome idea, I used to think...

BONUS


WOW – THE CLIENT MUST BE BRAVE!

Then after a few years, if I saw an awesome idea I used to think...

BONUS


Now, if I see an awesome idea, I think...

WOW – THE CLIENT AND AGENCY MUST HAVE A GREAT RELATIONSHIP!

BONUS

the power of creative collaboration

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