1. table19.co.uk • @wearetable19 1
image
BETTER WORK.
TOGETHER.

2. table19.co.uk • @wearetable19 2table19.co.uk • @wearetable19 2
BETTERWORK.TOGETHER.

3. table19.co.uk • @wearetable19 3table19.co.uk • @wearetable19 3
BETTERWORK.TOGETHER.

4. table19.co.uk • @wearetable19 4
01
The agency didn’t
give clients a
complete story
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.

5. table19.co.uk • @wearetable19 5
01
02
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evaluate the work
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.

6. table19.co.uk • @wearetable19 6
01
02
03
The agency didn’t
give clients a
complete story
The client didn’t
know how to
evaluate the work
Neither agency or
client approached
the meeting with a
collaborative attitude
table19.co.uk • @wearetable19
BETTERWORK.TOGETHER.

7. table19.co.uk • @wearetable19 7
In short, the agency
and client weren’t
working as a team.
BETTERWORK.TOGETHER.

8. table19.co.uk • @wearetable19 9
GIVING CLIENTS
A COMPLETE
STORY
HOWAGENCIESCANHELP

9. table19.co.uk • @wearetable19 10
Agencies should never just show
table19.co.uk • @wearetable19 10
HOWAGENCIESCANHELP

10. table19.co.uk • @wearetable19 11
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
YOUR AGENCY MUST TELL
A STORY THAT SHOWS
THE INSIGHT THAT
BRIDGES THE BRIEF AND
THE END IDEA.
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FIRST THEN FINALLY
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP

11. table19.co.uk • @wearetable19 12
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
YOUR AGENCY MUST TELL
A STORY THAT SHOWS
THE INSIGHT THAT
BRIDGES THE BRIEF AND
THE END IDEA.
FIRST THEN
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FINALLY
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP

12. table19.co.uk • @wearetable19 13
THEY NEED TO START THE
PRESENTATION WITH THE
AGREED CREATIVE BRIEF,
WHICH MUST ALWAYS BE
THE SPRINGBOARD.
FIRST
NOW THEY CAN SHOW THE
END IDEA. BECAUSE YOU
UNDERSTAND THE WHOLE
IDEA. AND YOU HAVE A
COMPLETE STORY TO TAKE
TO STAKEHOLDERS.
FINALLY
YOUR AGENCY MUST TELL
A STORY THAT SHOWS
THE INSIGHT THAT
BRIDGES THE BRIEF AND
THE END IDEA.
THEN
table19.co.uk • @wearetable19
HOWAGENCIESCANHELP

13. table19.co.uk • @wearetable19 14
&
We call it...
...and here’s how it works:
Inspiration Idea
HOWAGENCIESCANHELP

14. table19.co.uk • @wearetable19 15
October 2014
TRY BEFORE YOU BUY

15. table19.co.uk • @wearetable19 16
People’s everyday reliance on
broadband means they’re reluctant
to risk switching providers.
Inspiration
PUTTINGTHEORYINTOPRACTICE

16. table19.co.uk • @wearetable19 17
To draw a parallel between Sky Broadband
and another of life’s important purchases,
so that our customers can see the offer in a
different context.
Idea
PUTTINGTHEORYINTOPRACTICE

17. table19.co.uk • @wearetable19 18
PUTTINGTHEORYINTOPRACTICE
“TBYB is currently the strongest
performing national press creative to
have run this quarter.”
Andy Heatley
“TBYB is currently the strongest
performing national press
creative to have run this quarter.”
Andy Heatley

18. table19.co.uk • @wearetable19 19
EVALUATING
IDEAS IS AS
EASY AS ABC
THEEVALUATIONPROCESS

19. table19.co.uk • @wearetable19 20
So, how do you
pick a good idea?
THEEVALUATIONPROCESS

20. table19.co.uk • @wearetable19 21
There’s always a
place for instinct.
And the longer you work in marketing, the
more you hone those skills.
THEEVALUATIONPROCESS

21. table19.co.uk • @wearetable19 22
Rational is vital
though. We use
the ABC model
to make sure
work is right:
Our approach
The T19 ABC Insights Model
Audience
Put yourself in your customers’
shoes - how do they live, how
do they talk, what are their
fears, concerns, points of
optimism - will this idea get
them excited?
Competition
Will this give us
differentiation from
competitors, giving
customers a reason
to stay/buy with us?
GREAT
IDEAS SIT
HERE
Brand
Is this creative true
to the brand - both
it’s look and TOV,
and in the promises
its making to the
audience?
THEEVALUATIONPROCESS

22. table19.co.uk • @wearetable19 23
A collaborative
approach is key
THEEVALUATIONPROCESS

23. 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

24. table19.co.uk • @wearetable19 25
What you should demand
from your agencies…
That the key team be there in person. So they can build on idea and explain
things fully. I usually always insist on the creative who worked on an idea being
there as no one can explain an idea quite as well as the person who incepted it.
THEEVALUATIONPROCESS

25. table19.co.uk • @wearetable19 26
In exchange for this, there
are things an agency can ask
of their client.
table19.co.uk • @wearetable19 26
THEEVALUATIONPROCESS

26. table19.co.uk • @wearetable19 27
THEEVALUATIONPROCESS
…and
build on
what’s
wrong
That they
first look
for what’s
right in each
idea…

27. table19.co.uk • @wearetable19 28
And that they never, ever
start with ‘I think my boss
will/won’t like this idea’.
THEEVALUATIONPROCESS

28. table19.co.uk • @wearetable19 32
BONUS
BONUS

29. table19.co.uk • @wearetable19 33
WOW – THE
CREATIVES
MUST BE
AMAZING!
When I was new
to the industry
and I saw an
awesome idea, I
used to think...
BONUS

30. table19.co.uk • @wearetable19 34
WOW – THE
CLIENT MUST
BE BRAVE!
Then after a few
years, if I saw an
awesome idea I
used to think...
BONUS

31. table19.co.uk • @wearetable19 35
Now, if I see
an awesome
idea, I think... WOW – THE
CLIENT AND
AGENCY MUST
HAVE A GREAT
RELATIONSHIP!
BONUS