On The Edge Reading - Ilumity Coaching - Joseph Liu
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Transcript of On The Edge Reading - Ilumity Coaching - Joseph Liu
25/09/2014
1
Pho
to c
redi
t: W
agg
Soc
iety
How to get the most from your agencies
Copyright © 2014 by Joseph Liu, Ilumity® Coaching. All Rights Reserved.
24 Sept 2014
Joseph Liu Career & Brand Consultant
@ilumity
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edit:
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lickr
Did
riks
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Source: funnyjunk.com
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Today’s focus
The Brief The Pitch The Work
• Associate Certified Coach, International Coach Federation
• FMCG brand marketer with 10 years experience in US & UK
• Contributing writer: The Drum
• Speaker: TEDx, MarketingWeek Live, Cancer Research UK
JOSEPH LIU Brand/Career Consultant Founder of ILUMITY Coaching
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A few of my former agency partners
CLEAR
3 Cs of agency management
CONSISTENT CONCISE
Photo credits: Ryan McGuire, Flickr @mugley, Dominyka Grucyte , Flickr @anieto2k
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The Brief
The tendency . . .
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We suddenly change jobs
TARGET CONSUMER!
LAUNCH PLANS!
PRODUCT PILLARS!
BRAND
TRUTHS!
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COMPANY HISTORY!
GROWTH
IDEA!
ROADMAP!
What’s wrong with this approach?
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Complete & utter confusion
There is another way . . .
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Source: “Great presentations are like ads”
#1 Be brief
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#2 Be creative with the brief
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What is one object that represents how consumers feel when they use
your brand?
#3 Be clear about expectations
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The pitch process
The temptation . . .
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Passive approach
Completely hands-off
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Leave agency hanging
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Why is this an issue?
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ssic
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Everyone loses
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rth
Another way to work . . .
Photo Credit: Ryan McGuire
#1 Provide feedback
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#2 Act as if they’re hired
Photo credit: Ryan McGuire
#3 Respect their time
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The work
What can happen . . .
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Leave them to solve impossible puzzle
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X-F
actr
o Allow project to become an
endless “audition”
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atha
n Ko
s-Re
ad
Change the brief . . .
Or raise the bar
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So then what happens?
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The food arrives
Why is this an issue?!
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You won’t make progress
An alternative approach . . .
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#1 Be available as needed
#2 Agency works with us for us
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Photo credit: Snap Eat 2013
#3 Don’t change your order
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My biggest pet peeve
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ill
My challenge to you
In summary . . .
The Brief is
clear
The Pitch is
respectful
The Work is
collaborative
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Contact me to learn more about how to: • Manage agencies more effectively • Improve your presentation skills • Make the most of your personal brand
Joseph Liu, ACC [email protected] @ilumity
Follow me . . .
Copyright © 2014 by Joseph Liu, Ilumity® Coaching. All Rights Reserved.
ilumity.com
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Photo credit: Creative Commons, Waag Society
Discussion for table groups What’s one change you will make
as a client to create a more productive partnership with
your digital agency?
What impact could this have?