Agency & Client

• “Clients are a necessary evil”

• Treat each other as partners
• Profit motivation for both
• Get briefed thouroughly
• Write clear and short strategies
• Balance judgement & research
• Be willing to experiment
 Inside an Agency
• Produce work that is impactful, thrills
• If youre not making mistakes, youre not
pushing hard
• Try new ideas on a small scale
• Focus on Clients business & not on your
reputations
• Study carefully the Client’s product
Know your Client’s Product/Service
• Packaging elements
• Labels
• No. of Pack sizes
• Mandatories before releasing an Ad
• ALL Benefits of the product
• Market Share/What Competition does
• Consumer & Dealer opinions
 Operations
• Be honest. If a slip up occurs, better to openly
discuss.
• Take corrective measures ASAP..rather than wait
till Client discovers
• Consequences can be expensive (eg re-printing a
poster) and damages the relation
• Understand Media fundas
• Once you get a grip on all the above, you can
earn the respect of Creative
 Questions to ask yourself
• How well do you know your Client’s business ?
• Are you considered essential or just peripheral
to the business ?
• Is your thinking one step ahead ?
• Are you listening actively before talking ?
 How involved are you
• Must say “we/our” to become Client’s
extension
• Use your Clients products
• Know the correct name names, designations
of your Client
• How to pronounce/spell them
• Know their professional interests
 How involved are you
• Don’t overpromise…can lead to Client
disappointments
• Less work/quiet period…but don’t lose contact
with Client…phone/interact /visit the market
and comment
• Initiate always, don’t react