Understand how agencies view clients and the strategic/creative process.
- The most important process in a client-agency relationship…is the strategic and creative process.…But what's kind of interesting is that clients and agencies…can have really different perspectives…about how all this works.…Let me define it first and then I'll share some insights…behind the different perspectives.…Strategic development is when the client initiates a project…and briefs the agency.…The client writes an assignment brief,…also called a project or business brief.…This includes information like the business objective,…target audience, and what needs to be communicated.…
The agency then translates the client's project brief…into what's called a creative strategy or brief,…which the agency's creative team then uses…to develop the campaign.…I've included an Exercise File that shows the differences…between the assignment brief and creative strategy…and how they work together.…What's kind of funny is that the strategic…and creative process really hasn't changed much…over the years despite how much marketing has changed…
- Explain the role of an account manager in a marketing agency.
- Review information from a request for proposal before deciding which agencies will present a pitch.
- Identify the purpose of a non-disclosure agreement.
- Recognize the benefits of assigning a liaison as a point of contact.
- Define scope of work and explain why it is typically an exhibit to a contract.
- Determine the most effective way to manage risks before issuing a contract.