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table19.co.uk • @wearetable19 1
image
BETTER WORK.
TOGETHER.
table19.co.uk • @wearetable19 2table19.co.uk • @wearetable19 2
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 3table19.co.uk • @wearetable19 3
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 4
01
The agency didn’t
give clients a
complete story
table19.co.uk • @wearetable19
BETTERWOR...
table19.co.uk • @wearetable19 5
01
02
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evalua...
table19.co.uk • @wearetable19 6
01
02
03
The agency didn’t
give clients a
complete story
The client didn’t
know how to
eva...
table19.co.uk • @wearetable19 7
In short, the agency
and client weren’t
working as a team.
BETTERWORK.TOGETHER.
table19.co.uk • @wearetable19 9
GIVING CLIENTS
A COMPLETE
STORY
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 10
Agencies should never just show
table19.co.uk • @wearetable19 10
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 11
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
...
table19.co.uk • @wearetable19 12
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
...
table19.co.uk • @wearetable19 13
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
...
table19.co.uk • @wearetable19 14
&
We call it...
...and here’s how it works:
Inspiration Idea
HOWAGENCIESCANHELP
table19.co.uk • @wearetable19 15
October 2014
TRY BEFORE YOU BUY
table19.co.uk • @wearetable19 16
People’s everyday reliance on
broadband means they’re reluctant
to risk switching provide...
table19.co.uk • @wearetable19 17
To draw a parallel between Sky Broadband
and another of life’s important purchases,
so th...
table19.co.uk • @wearetable19 18
PUTTINGTHEORYINTOPRACTICE
“TBYB is currently the strongest
performing national press crea...
table19.co.uk • @wearetable19 19
EVALUATING
IDEAS IS AS
EASY AS ABC
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 20
So, how do you
pick a good idea?
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 21
There’s always a
place for instinct.
And the longer you work in marketing, the
more you h...
table19.co.uk • @wearetable19 22
Rational is vital
though. We use
the ABC model
to make sure
work is right:
Our approach
T...
table19.co.uk • @wearetable19 23
A collaborative
approach is key
THEEVALUATIONPROCESS
table19.co.uk • @wearetable19 24
The initial presentation should
be used as a working session –
not just one-way selling w...
table19.co.uk • @wearetable19 25
What you should demand
from your agencies…
That the key team be there in person. So they ...
table19.co.uk • @wearetable19 26
In exchange for this, there
are things an agency can ask
of their client.
table19.co.uk •...
table19.co.uk • @wearetable19 27
THEEVALUATIONPROCESS
…and
build on
what’s
wrong
That they
first look
for what’s
right in ...
table19.co.uk • @wearetable19 28
And that they never, ever
start with ‘I think my boss
will/won’t like this idea’.
THEEVAL...
table19.co.uk • @wearetable19 32
BONUS
BONUS
table19.co.uk • @wearetable19 33
WOW – THE
CREATIVES
MUST BE
AMAZING!
When I was new
to the industry
and I saw an
awesome ...
table19.co.uk • @wearetable19 34
WOW – THE
CLIENT MUST
BE BRAVE!
Then after a few
years, if I saw an
awesome idea I
used t...
table19.co.uk • @wearetable19 35
Now, if I see
an awesome
idea, I think... WOW – THE
CLIENT AND
AGENCY MUST
HAVE A GREAT
R...
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table19.co.uk • @wearetable19 24 The The power of creative collaboration

table19.co.uk • @wearetable19 24
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.
THEEVALUATIONPROCESS

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