Lou DiGiusto is Sr Partner/Exec Trainer/Coach with The Louws Group. He started in creative as Film Producer/Director/Writer in sports, show business & politics. He entered advertising as VP/Business Dev & Group Acct Mgmt for WCA Group, then went client side as Mktg Director for American Forests, developing a strategic alliance between Scotts Company and Wal-Mart. Lou has consulted for 75 agencies and corporate brands.
The agency selling tradition has dictated showing situations, strategies and creative recos (the What), then explaining why it will work (the Why). Like many things in the ad business, that’s not the right way anymore.
The Louws Group has consulted for nearly 600 agencies in 26 countries. We discovered pre-selling the Why is much more effective because getting buy in to your core ideas first predisposes clients to approve the execution far more readily. We’ve also presented to global creative heads at Cannes on new and innovative ideas to sell creative work.
In this webinar, we diagnose a wide variety of real Agency Cannes winners to demonstrate proven techniques to pre-sell creative work, especially suited for today’s short attention, remote digital culture. It involves stretching clients to accept approaches outside their comfort zone and appreciate work from their customer’s perspective.
Join Sr. Partner Lou DiGiusto as he addresses critical issues incl. selling concepts, overcoming typical objections like “too risky” and “logo too small,” etc. Every point is supported with winning examples providing a how to for your own success.
Who should attend:
All agency personnel responsible for selling marketing, advertising & creative strategies/work, internally and externally
(contact to select 3 topics)