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Tag Archives: creative

Agency Prenuptial Agreement

Ruminations on an agency “prenuptial agreement” with its clients…
As your agency, we have one, primary goal: to help you make money by doing what we do best.
So love us for our brains, not just our big paint brushes.
We aim for results — “killer” creative and awards are merely a by-product.
As happy as we are to [...]

Posted 18 November 2009 § Ruminations ‡ Comments (0) ° Also tagged: , ,

Agencies: Don’t Be A Pencil For Your Client

This is a re-post of a brief article I wrote for The 60 Second Marketer “Ask The Expert” column.
I can’t recall the book, but years back I was reading a web design manual that offered a bit of agency advice that still resonates, year after year: Never let your agency become a pencil for the [...]

Posted 05 November 2009 § Observations ‡ Comments (0) ° Also tagged: , ,

An Argument Against Pitching on Creative

This is an age-old agency argument.
Clients respond to creative (aka design). Clients ask for creative. So agencies need to pitch creative and win on that creative.
Here are a few holes in that approach:
Without actually engaging with the client and diving deep into their business, it’s not possible to put together a vetted set of goals [...]

Posted 02 November 2009 § Observations ‡ Comments (5) ° Also tagged: , , ,