Seeing Creative Thru A Client’s Eyes

Marc Strachan/CMO Adgile Media

A former agency and marketing exec explains what clients look for

About the Speaker:

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 recommendations 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. They focus on or value things differently. It’s helpful to step back and be able to evaluate 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?

Clients see things through four critical lenses. The Brief: Did you do what we asked (strategic direction, executional fit, etc)? The Culture: Do you know how we do things (gut vs. process, tradition vs. innovation, etc)? The Work: Does it meet essential requirements (budget, implementation, multi-channel flex, etc)? The Pitch: Did you get me to believe (team chemistry, confidence, proof etc)? These factors commonly override the people making the decisions.

Bottomline, everyone wants the advertising “to work” but how success is defined and whether one approach will be more effective than another is highly subjective and therefore risky. Identifying key issues, recognizing approval hurdles and planning ahead to increase comfort levels will more likely to lead to success than the promise of breakthrough results.

Learn from a former agency and marketing exec a more client-centric approach to evaluate creative and sell your recommendations.

Key Takeaways

  • Identifying client priorities before presenting work
  • Assessing from four critical client perspectives
  • Common pitfalls for agency recommendations

Who Should Attend

Client Service, Strategists & Creatives, anyone involved with selling creative work

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