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Working Effectively with your Agency Mark McElwain Partner, VP Allard Johnson Communications Inc

Working Effectively with your Agency Mark McElwain Partner, VP Allard Johnson Communications Inc mmcelwain@allard-johnson.com. previously: How to get the most out of your Agency? Mark McElwain Partner, VP Allard Johnson Communications Inc mmcelwain@allard-johnson.com.

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Working Effectively with your Agency Mark McElwain Partner, VP Allard Johnson Communications Inc

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  1. Working Effectively with your Agency Mark McElwain Partner, VP Allard Johnson Communications Inc mmcelwain@allard-johnson.com

  2. previously: How to get the most out of your Agency? Mark McElwain Partner, VP Allard Johnson Communications Inc mmcelwain@allard-johnson.com

  3. Getting every last little bit out of the agency….

  4. TOP TEN LIST: HOW TO HELP YOUR AGENCY MESS UP YOUR BIG LAUNCH

  5. Top ten list 10.

  6. Start as late as possible

  7. Start as late as possible • Hire them early, but give the agency about 3 days to invent the launch concept

  8. Starting early: You’ve got one shot – to get it right the first time.

  9. Top ten list 10. Start as late as possible 9.

  10. 9. Briefs ? Let the agency write them

  11. Briefs: Creative that’s on-strategy. Commitment to the project.

  12. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8.

  13. 8. Silos: don’t talk to che/medical

  14. Co-operation: Working in and for a big organization. Lone rangers vs team player.

  15. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7.

  16. 7. turn your product mgr into a hands-on creative director

  17. Accountability: If necessary, adjust the brief – not the choice of fonts on ad layouts.

  18. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7. Make product mgrs become creative directors 6.

  19. 6. Let the doctors be the creative directors !!

  20. Research: Appropriate uses include: practice patterns; positioning vs competitors; response to creative

  21. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7. Make product mgrs become creative directors 6. Let the doctors be creative directors 5.

  22. 5. Pick a new agency you’ve never worked with before

  23. Chemistry: Hard to predict.

  24. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7. Make product mgrs become creative directors 6. Let the doctors be creative directors 5. Pick an agency you’ve never worked with before 4.

  25. 4. Just adapt the creative from global

  26. Global launch concept? Does it deliver to the Canadian target markets versus a new launch concept? ≠ Global branding….

  27. 4. Just adapt the creative from global Versus let’s really push the envelope in canada

  28. Pushing the claims? Consider that the constraints are highest at launch time: regulatory/legal; medical; PAAB; competitor complaints; Global; etc., etc.,

  29. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7. Make product mgrs become creative directors 6. Let the doctors be creative directors 5. Pick an agency you’ve never worked with before 4. Just adapt the creative from global 3.

  30. 3. don’t tell your agency any more than they need to know

  31. Information in publicly-traded companies: Just about everything is available if you know where to look.

  32. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7. Make product mgrs become creative directors 6. Let the doctors be creative directors 5. Pick an agency you’ve never worked with before 4. Just adapt the creative from global 3. Don’t tell the agency anything 2.

  33. 2. Pay the agency as little as possible

  34. Remuneration: A sustainable relationship as the goal.

  35. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7. Make product mgrs become creative directors 6. Let the doctors be creative directors 5. Pick an agency you’ve never worked with before 4. Just adapt the creative from global 3. Don’t tell the agency anything 2. Pay the agency as little as possible 1.

  36. 1. Never ask the agency for its opinion

  37. The agency as partner. Find the right time in the cycle to blue-sky: on strategy, tactics, process, etc.

  38. Top ten list 10. Start as late as possible 9. Briefs? Let the agency write them 8. don’t talk to che/medical 7. Make product mgrs become creative directors 6. Let the doctors be creative directors 5. Pick an agency you’ve never worked with before 4. Just adapt the creative from global 3. Don’t tell the agency anything 2. Pay the agency as little as possible 1. Never ask the agency for its opinion

  39. After the Top Ten….

  40. A better model for a great launch • Sharing information • Appropriate use of research • Accountability for distinct roles (briefs) Sustainable, longstanding partnerships

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