Ross Farquhar (101 London), James Whatley (Ogilvy) and Angus George (Ogilvy) tell you all you need to know to be the your agencies best client.

1. BEING THE BEST CLIENT
YOUR AGENCY HAS

3. CREATIVELY-AWARDED
CAMPAIGNS ARE
11 TIMES MORE EFFICIENT
THAN NON-AWARDED
ONES IN TERMS OF THE LEVEL
OF MARKET SHARE GROWTH
THEY DRIVE PER
POINT OF ESOV

4. CREATIVELY-AWARDED
CAMPAIGNS APPEAR TO
ACHIEVE THEIR GREATER
EFFECTIVENESS LEVELS
WITH MUCH GREATER CERTAINTY
THAN THE NON-AWARDED CAMPAIGNS:
THEY ARE MORE RELIABLE
INVESTMENTS

5. THE GREATER THE
LEVEL OF CREATIVITY
(I.E. THE MORE MAJOR CREATIVE
AWARDS A CAMPAIGN WINS)
THE GREATER THE LEVEL OF
EFFECTIVENESS

7. “For a work to be truly creative, it has to
depart from the status quo at some point.
That departure makes many people
uncomfortable. Despite our oft-stated desire
for more creativity, we also hold a stronger
desire for certainty and structure. When
that certainty is challenged, a bias against
creativity develops.”
Source:
“Why
Your
Great
Ideas
Get
Turned
Down”
-­‐
David
Burkus,
Assistant
Professor
of
Management,
Oral
Roberts
University

27. “I DON’T WANT TO CONSTRAIN
YOUR THINKING”

28. “HE’S GOT NO MONEY”

29. “I LOVE IT – OF COURSE, I’LL
JUST HAVE TO RUN IT PAST MY
STAKEHOLDERS”

30. “THIS IS THE END.”

31. “I NEED TO MAXIMISE MY
WORKING SPEND”

32. “I’M NOT GETTING PAID.”

33. “WE WON’T FEED BACK
IN THE MEETING, WE’LL
FOLLOW UP TOMORROW
WITH A CONSOLIDATED
POINT OF VIEW”

34. “I’M GETTING AN EMAIL
TOMORROW TELLING ME
THEY HATE IT.”

35. Principle 1
START OPENLY
(FOR GOOD AND FOR BAD)

36. Principle 2
BE DIRECT AND CLEAR

37. Principle 3
BE EXCITABLE

38. THE FIVE
PROJECTIONS
OF LOVE

39. TIME

40. TIME

41. TIME

42. TIME

43. TIME

44. TOUCH

45. TOUCH

46. TOUCH

47. TOUCH

48. TOUCH

49. WORDS

50. WORDS

51. WORDS

52. WORDS

53. ACTIONS

54. ACTIONS

55. PRESENTS

56. PRESENTS

57. PRESENTS

58. PRESENTS

59. PRESENTS

60. HONEST
STRAIGHT-FORWARD
KIND

61. THANK YOU