The slides from RPA's forum presentation at the 2014 Cannes Lions Festival of Creativity.
Share your own naked truth, and learn more at: http://www.GetNakedAtCannes.com
Watch the teaser video at: https://www.youtube.com/watch?v=mLC0Kyq01Hk
Download the infographic here: http://www.getnakedatcannes.com/Content/Press/cannes-infographic-final.pdf
Young Marketers Elite 3 – Assignment Zero.1- Khánh Thy - Đức Hiệp - Hồng Phong
Similar to The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Similar to The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation (20)
13. So, we partnered with
USA TODAY on a survey:
Completely
anonymous
143 senior-level agency
& brand marketing leaders
14. What leads
to the best
advertising?
Longstanding
relationships
15. What leads
to the best
advertising?
Collaboration
from start
to finish
16. What leads
to the best
advertising?
Clients trusting
their Agencies
17. 98% of Agencies and
Clients agree that
trust leads to great
advertising.
!
Why don’t we have
more of it?
18. “Get with it. Think more. Embrace
your potential and shake off your
stupid, dated internal ways.”
CLIENT TO AGENCY:
19. CLIENT TO AGENCY:
“You slow us down. My professional
success has nothing to do with your
creative idea.”
20. AGENCY TO CLIENT:
“You’ve drunk your own Kool-Aid. You
have no understanding of consumers at
all. You think you can just show up and
people will pay attention and swoon.”
21. AGENCY TO CLIENT:
“You’re most always your own problem.
You can't get out of your own way enough
to let the agency do good, business-
changing work.”
24. CLIENT:
“As an agency, you need to
leverage your supposed
‘expertise’ at communication to
win over your clients.”
25. AGENCY:
“Your agency relationship is your
opportunity to step outside your
passive-aggressive double-speak
corporate culture and speak
directly.
Stop doing to us what you do
internally and give us more
transparency to solve your
problems and assist with your
career objectives.”
26. of Clients claim to speak
their mind freely, even
when it’s uncomfortable.88%
27. But among Agency
leaders who frequently
interact with Clients,
the number who agree
this is true falls to: 36%
of Clients claim to speak
their mind freely, even
when it’s uncomfortable.88%
28. “The single biggest problem in
communication is the illusion
that it has taken place.”
!
- George Bernard Shaw
29. We need to apply
some creativity to
what we mean by
“creativity.”
30. of Agencies and Clients
agree we don’t have a
shared definition of
creativity.
2/3
36. How much could the best
creative work potentially
move your business?
26%
48%
77%
37. Clients Agencies Agencies,
if you count the people
who said over 100%
How much could the best
creative work potentially
move your business?
26%
48%
77%
43. AGENCY:
“Be greater risk takers!! Don't
rely on proven solutions in a
world filled with new ‘unproven’
opportunity!”
44. AGENCY:
“Think of your 3 favorite brands.
Do you think they took risks or
played it safe? Five years from
now if we ask someone else that
same question, do you think your
brand will be in their top 3?”
47. CLIENT:“If you understand my brand and present
a risky and somewhat scary idea to us,
we will buy it. We are interested in
making waves- but not just for the sake
of it- it needs to be strategic and ladder
to our brand equity goals. Challenge me
and you will be surprised at my positive
response.”
48. “Risk comes from not
knowing what you’re doing.”
!
- Warren Buffett
55. CLIENT:
“You don't get it. You spend a
lot of time selling us on your
ideas, but if you put that
energy into working toward the
same goal (sales), the results
would be better.”
56. of Clients agree their
Agencies seem more
interested in ‘selling
their work’ than ‘solving
our problems’
56%
57. The reason we don’t have
more Cannes-worthy work is
that we’re trying too hard to
sell Cannes-worthy work.
58. AGENCY:
“The ones who actually care
about your business success
don’t have final say on what work
we present.
!
The work is pushed more for
personal reputations than the
client's best interests.”
59. Our incentives are not
aligned, and this will be
a problem until we fix it.
61. Being good in business is the
most fascinating kind of art.
Making money is art and
working is art and good
business is the best art.
!
- Andy Warhol
62. A four point plan for Agencies
to help increase trust:
Focus as much on interpersonal communication
as we do mass communication.1
63. A four point plan for Agencies
to help increase trust:
Work with our clients to define and better
understand the evolving role of creativity.2
Focus as much on interpersonal communication
as we do mass communication.1
64. A four point plan for Agencies
to help increase trust:
Support our clients in recognizing the distinction
between "different" and "risky."3
Work with our clients to define and better
understand the evolving role of creativity.2
Focus as much on interpersonal communication
as we do mass communication.1
65. A four point plan for Agencies
to help increase trust:
Practice the art of business as much as the
art of advertising.4
Support our clients in recognizing the distinction
between "different" and "risky."3
Work with our clients to define and better
understand the evolving role of creativity.2
Focus as much on interpersonal communication
as we do mass communication.1