Marc Strachan combines extensive leadership experience on agency and client side. Current CMO of Adgile Media and exec coach, prior EVP/Chief Client Officer of Publicis-Sapien and VP/Corporate Relations for Diageo over Govt & Commercial programs. Positions incl. VP/N. America of On-Premise & Multi-Cultural Mktg, Mktg Director for Tanqueray & Cîroc Vodka, fastest-growing spirit in history. Marc is BOD Chair of ADCOLOR, formerly BOD of Assn of Natl Advertisers & Director of 4A’s Advanced Ad Studies. A multi-award winner, Marc is proud native of Brooklyn living Manhattan.
Job one at every agency is selling the work.
Whether it’s compelling existing clients to approve new creative or convincing prospects to give you the business, you need to be best in class.
Unfortunately, marketers and their agencies don’t always seem to be on the same page with creative, that they notice or value things differently. It’s helpful to step back and be able to see work from a client’s perspective:
What’s the first thing clients look for & why?
What are priorities on their checklist?
What impresses them most? Least?
What can help get them over initial resistance?
How do agencies disappoint, frustrate or worse, annoy?
It starts with the client’s mindset. While every client, agency and assignment are unique situations, overriding factors like corporate culture, history and familiarity with creative concepts are almost as important as the people making the decisions themselves.
Next, it’s understanding motivations. Bottomline, everyone wants the advertising “to work” but how success is defined and whether a particular approach will be more effective than another is highly subjective and therefore risky. Being able to avoid second guessing in the event of failure may be more motivating than claiming potential breakthrough success.
Learn from a former agency and marketing exec a more client-centric approach to evaluate creative and sell your recommendations.
Who Should Attend
Client Service, Strategists & Creatives, anyone involved with selling creative work
(contact to select 3 topics)