From the course: Advertising Foundations
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Working with an agency
- A great question for someone new to advertising within a company is to ask how do I get the best from my agency partners? A lot has changed in the agency world in the last 20 years but one thing remains the same, a great idea, executed brilliantly, can change the fortunes of a company. So, if you're new to the advertising world, how do you ensure that you're making that happen? In this video, I'm going to cover a five-point checklist for getting the best out of your agency. First, a clear brief. You need to make sure the agency is 100% clear on what their job is. If you've briefed with something that says, make our 100,000 more sales, build the brand, double conversion, increase signups, what's the priority? More likely, a generic campaign that covers all of these objectives won't convert on any of them. Next, provide creative fodder. Take the team to the garage where the business started, have them sit down…
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