The power of creative collaboration

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image
BETTER WORK.
TOGETHER.

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BETTERWORK.TOGETHER.

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

01
The agency didn’t
give clients a
complete story
table19.co.uk • @wearetable19

01
02
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evaluate the work

01
02
03
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

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

GIVING CLIENTS
A COMPLETE
STORY
HOWAGENCIESCANHELP

Agencies should never just show
HOWAGENCIESCANHELP

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
HOWAGENCIESCANHELP

THE SPRINGBOARD.
A STORY THAT SHOWS
THE INSIGHT THAT
THE END IDEA.
FIRST THEN
TO STAKEHOLDERS.
FINALLY
HOWAGENCIESCANHELP

THE SPRINGBOARD.
FIRST
TO STAKEHOLDERS.
FINALLY
A STORY THAT SHOWS
THE INSIGHT THAT
THE END IDEA.
THEN
HOWAGENCIESCANHELP

&
We call it...
...and here’s how it works:
Inspiration Idea
HOWAGENCIESCANHELP

October 2014
TRY BEFORE YOU BUY

People’s everyday reliance on
broadband means they’re reluctant
to risk switching providers.
Inspiration
PUTTINGTHEORYINTOPRACTICE

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

“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
THEEVALUATIONPROCESS

So, how do you
pick a good idea?

There’s always a
place for instinct.
And the longer you work in marketing, the
more you hone those skills.

Rational is vital
though. We use
the ABC model
to make sure
work is right:
Our approach
The T19 ABC Insights Model
Audience
Put 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?
Competition
Will this give us
differentiation from
competitors, giving
customers a reason
to stay/buy with us?
GREAT
IDEAS SIT
HERE
Brand
Is this creative true
to the brand - both
it’s look and TOV,
and in the promises
its making to the
audience?

A collaborative
approach is key

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.

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.

In exchange for this, there
are things an agency can ask
of their client.

…and
build on
what’s
wrong
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’.

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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