is your brand-agency relationship complicated? 5 ways to work together and keep the love alive
TRANSCRIPT
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Is Your Brand-Agency
Relationship Complicated?
5 Ways to Work Together and Keep the Love Alive
Sponsored by
Hightail
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Mike Trigg, COO, Hightail, Inc.
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Mike Trigg, COO, Hightail, Inc., CMO, VP of Marketing, Producer, Founder, Client, Creative Director, Product Manager, Brand Manager, PR Intern
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MarketingDepartment
The Perception
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MarketingDepartment
PRAgency
WebDesigner
Consultant
VideoDirector
AdAgency
The Reality
Photographer Freelancer
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One-third of creative projects are late or over budget
Have you missed a project deadline (or run over budget) in the last 12 months?
Yes33%
No67%
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60%of projects do not fully meet their objectives
44%delivered late, over budget, or incomplete
24%failed altogether and canceled or abandoned
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Why is it so hard to get the brand-agency relationship right?
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Mis-Communication
Most creative projects are managed in email
Face-to-face meetings
Photo / Video conference
39%
66% 64%
But only 30% think email is effective for managing creative projects
Effective27%
OK32%
Perfect3%
Completely ineffective 5%
Could be better34%
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My Inbox
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My Inbox
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My Inbox + Calendar
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My Inbox + Calendar + IM + SMS
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Mis-CommunicationCross-organizational barriers
Fractured across multiple systemsLack of transparency
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Misalignment
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Misalignment between clients and agencies on candor, business objectives & ROI
Percent of agencies and clients who agree they…
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Can speak mind freely
Understand how to drive sales
Understand clients' business
Are good at demonstrating ROI
Agencies Clients
Source: FASTCO.CREATE, RPA, USA TODAY
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MisalignmentDiffering creative visions
Unclear business objectivesAmbiguous success criteria
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Poor Process
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Only 25% of creative pros feel they have an effective creative process
How effective is your current creative review process?
Effective23%
OK28%
Perfect2% Completely
ineffective 4%
Could be better43%
Unclear client feedback
Inefficient review process
39%
66% 64%
Poor project management
Unclear approval process
32%
26%
34%
2%
25%
Poor project management and unclear feedback & approval plague creative projects
Why do you miss deadlines or run over budget?
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86% have difficulty getting final approval on projects
Is getting final approval on projects an issue?
Never14%
Occasionally53%
All the time2%
Could be better34%
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Poor ProcessUnstructured feedbackUnclear milestonesDelayed approvals
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Five Tips for a Successful Brand-Agency Relationship
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Inspiration
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Inspiration
Cross-PollinationIdeaboardsCreative Briefs
client-side agency-sidetogether
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Structure
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Structure
Non-HierarchicalRisk TolerantExtensible
client-side agency-sidetogether
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Communication
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Communication
Closed LoopTransparentContextual
client-side agency-sidetogether
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Feedback
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Feedback
DiscretionaryCandidDirected
client-side agency-sidetogether
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Tools
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Tools
IntuitiveConsolidatedAccessible
client-side agency-sidetogether
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CreativeApproval
Presentation
Update
Edits
Feedback
Creative collaboration is hard
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That’s why we built the all-new Hightail
Approval
Presentation
Update
Edits
Feedback
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That’s why we built the all-new Hightail
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Q&A
