image

BETTER WORK.
TOGETHER.
table19.co.uk • @wearetable19 1
 BETTER WORK. TOGETHER.
table19.co.uk • @wearetable19 2
 BETTER WORK. TOGETHER.
table19.co.uk • @wearetable19 3
 BETTER WORK. TOGETHER.
01
The agency didn’t
give clients a
complete story

table19.co.uk • @wearetable19 4
 BETTER WORK. TOGETHER.
01
The agency didn’t
give clients a
complete story

02
The client didn’t
know how to
evaluate the work

table19.co.uk • @wearetable19 5
 BETTER WORK. TOGETHER.
01
The agency didn’t
give clients a
complete story

02
The client didn’t
know how to
evaluate the work

03
Neither agency or
client approached
the meeting with a
collaborative attitude

table19.co.uk • @wearetable19 6
 BETTER WORK. TOGETHER.
In short, the agency
and client weren’t
working as a team.
table19.co.uk • @wearetable19 7
 HOW AGENCIES CAN HELP
GIVING CLIENTS
A COMPLETE
STORY
table19.co.uk • @wearetable19 9
 HOW AGENCIES CAN HELP
Agencies should never just show

table19.co.uk • @wearetable19 10

FIRST
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
table19.co.uk • @wearetable19
HOW AGENCIES CAN HELP
THEN FINALLY
YOUR AGENCY MUST TELL NOW THEY CAN SHOW THE
A STORY THAT SHOWS END IDEA. BECAUSE YOU
THE INSIGHT THAT UNDERSTAND THE WHOLE
BRIDGES THE BRIEF AND IDEA. AND YOU HAVE A
THE END IDEA. COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
11

FIRST
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
table19.co.uk • @wearetable19
HOW AGENCIES CAN HELP
THEN FINALLY
YOUR AGENCY MUST TELL NOW THEY CAN SHOW THE
A STORY THAT SHOWS END IDEA. BECAUSE YOU
THE INSIGHT THAT UNDERSTAND THE WHOLE
BRIDGES THE BRIEF AND IDEA. AND YOU HAVE A
THE END IDEA. COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
12

FIRST
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
table19.co.uk • @wearetable19
HOW AGENCIES CAN HELP
THEN FINALLY
YOUR AGENCY MUST TELL NOW THEY CAN SHOW THE
A STORY THAT SHOWS END IDEA. BECAUSE YOU
THE INSIGHT THAT UNDERSTAND THE WHOLE
BRIDGES THE BRIEF AND IDEA. AND YOU HAVE A
THE END IDEA. COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
13
 HOW AGENCIES CAN HELP
We call it...

Inspiration & Idea

...and here’s how it works:

table19.co.uk • @wearetable19 14
TRY BEFORE YOU BUY
October 2014

table19.co.uk • @wearetable19 15
 PUTTING THEORY INTO PRACTICE
Inspiration
People’s everyday reliance on
broadband means they’re reluctant
to risk switching providers.

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 PUTTING THEORY INTO PRACTICE
Idea
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.

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 PUTTING THEORY INTO PRACTICE
“TBYBisiscurrently
“TBYB currently the
thestrongest
strongest
performing national
performing nationalpress creative to
press
have runto
creative this quarter.”
have run this quarter.”
Andy Heatley
Andy Heatley

table19.co.uk • @wearetable19 18
 THE EVALUATION PROCESS
EVALUATING
IDEAS IS AS
EASY AS ABC

table19.co.uk • @wearetable19 19
 THE EVALUATION PROCESS
So, how do you
pick a good idea?

table19.co.uk • @wearetable19 20
 THE EVALUATION PROCESS
There’s always a
place for instinct.
And the longer you work in marketing, the
more you hone those skills.

table19.co.uk • @wearetable19 21
 THE EVALUATION PROCESS
Rational is vital Our approach
The T19 ABC Insights Model
though. We use
the ABC model Audience
Put yourself in your customers’

to make sure shoes - how do they live, how

do they talk, what are their
fears, concerns, points of
work is right: optimism - will this idea get
them excited?

GREAT
IDEAS SIT
HERE
Competition Brand
Will this give us Is this creative true
differentiation from to the brand - both
competitors, giving it’s look and TOV,
customers a reason and in the promises
to stay/buy with us? its making to the
audience?

table19.co.uk • @wearetable19 22
 THE EVALUATION PROCESS
A collaborative
approach is key

table19.co.uk • @wearetable19 23
 THE EVALUATION PROCESS
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.

table19.co.uk • @wearetable19 24
 THE EVALUATION PROCESS
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.

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

table19.co.uk • @wearetable19 26
 THE EVALUATION PROCESS
That they …and
first look build on
for what’s what’s
right in each wrong
idea…

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 THE EVALUATION PROCESS
And that they never, ever
start with ‘I think my boss
will/won’t like this idea’.

table19.co.uk • @wearetable19 28
 BONUS
BONUS

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 BONUS
When I was new
to the industry
and I saw an WOW – THE
awesome idea, I CREATIVES
used to think... MUST BE
AMAZING!

table19.co.uk • @wearetable19 33
 BONUS
Then after a few
years, if I saw an
awesome idea I WOW – THE
used to think... CLIENT MUST
BE BRAVE!

table19.co.uk • @wearetable19 34
 BONUS
Now, if I see
an awesome
idea, I think... WOW – THE
CLIENT AND
AGENCY MUST
HAVE A GREAT
RELATIONSHIP!

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