This course presents the steps agencies should follow to ensure clients understand, accept and support creative concepts. Includes tying creative to strategic plan objectives; the creative brief; writing a creative defense document; presenting creative in-person; the point-by-point strategic review; and “closing the sale.”

1. Selling Agency Ideas to Clients (Or Account Executives) Second Wind University of Advertising

2. Course Description This course presents the steps agencies should follow to ensure clients understand, accept and support creative concepts. Includes tying creative to strategic plan objectives; the creative brief; writing a creative defense document; presenting creative in-person; the point-by-point strategic review; and “closing the sale.” © 2010 Second Wind University of Advertising 2

3. © 2010 Second Wind University of Advertising 3 Ideas are the most important product your agency has to sell.

4. © 2010 Second Wind University of Advertising 4 Clients want ideas. A recent survey asked clients, “What do you want from your agency?” The majority answered, “ideas.”

5. © 2010 Second Wind University of Advertising 5 The best ideas make clients a little nervous.

6. Agency-Client/Customer Standards © 2010 Second Wind University of Advertising 6 Ideas That Work Low Risk/High Return Our work is good. Nobody thinks it’s great, But that’s okay with us and our clients. High Risk/High Return Our work is outstanding. Everybody knows it. We care and so do our clients. Breakthrough Ideas Solid Ideas High Risk/Low Return We think our work is great, But everybody knows it’s not. Low Risk/Low Return Our work is not great, We gave up caring. Marginal Results

7. © 2010 Second Wind University of Advertising 7 The Creative Process Agencies must follow a very specific process if they want clientsto accept – ideally, embrace – their ideas.

8. 7 Things You Need to Do to Sell Creative to Clients: Review the approved Creative Brief Reveal creative to clients with a flourish Review the work against the brief, one point at a time Show how creative aligns with plans, input and brief, just as you did for the Account Executive Use the Creative Defense Document Get the Client to say “yes” at each stage of your presentation Get a final “YES!” © 2010 Second Wind University of Advertising 8

9. If the client still has reservations, try these support tactics: © 2010 Second Wind University of Advertising 9

10. © 2010 Second Wind University of Advertising 10 Reiterate how creative aligns with strategy and objectives Offer some thoughts on tactics and media channels Share supporting customer and market research Explain how you’ll measure results

11. © 2010 Second Wind University of Advertising 11 The best agencies are able to proactively sell clients on the best creative. This is a skill you need to develop. Good Luck!

12. © 2010 Second Wind University of Advertising 12 Want to learn more? Review a complete course description or enroll at: www.univofadvertising.com Enter code SLD20 and save 20% on any University of Advertising course!

13. About University of Advertising Second Wind created the University of Advertising to provide on-demand training for agency professionals seeking to advance their advertising careers and become more valuable to their agencies. Since 1988, Second Wind has trained over 20,000 agency professionals and certified thousands through its highly recognized Certified Seminar series. Now, Second Wind is delivering this training right to your desktop. © 2010 Second Wind University of Advertising 13 Start improving your skills today with U of A!