Comments on: Crafting Killer Creative Strategies

By: James Robert Lay

James Robert Lay — Fri, 08 Feb 2013 14:59:18 +0000

Great post and very helpful being on the agency side. Communication is key to a great campaign and holding back information (including budget) is a disservice to everyone involved on the project.

On the agency side, one of the things we are also working hard to do as well to help is define our expectations of the client up front and early as well.

As noted before, communication is key to a great campaign and communication is a two way street.

To add to another point to the above, realistic timelines. Don’t come to the agency needing something turned around in an urgent panic because a directive to “increase loans” was just handed down from the board.

Take a step back, even push back, and encourage a bit more time to strategically think through the goals and objectives.

Marketing off a checklist or going through the motions can hamper your efforts: http://www.cuinsight.com/are-you-checking-or-wrecking-your-credit-union-strategic-efforts.html

By: Gerard Lozano

Gerard Lozano — Thu, 07 Feb 2013 22:47:13 +0000

All awesome points and exactly we use at our agency. It’s all about best practices, trust and keeping a really good relationship with the clients. At my job, we are proud of our long term relationships with the people on the other side of the tracks. We make sure they get what they ask for plus more. Definitely agreeing with Jim that the more you share the better it is from both ends. To add, make sure everything is documented to check each other on what decisions have been made and why.

By: Jim Marous

Jim Marous — Thu, 07 Feb 2013 12:00:46 +0000

Great post on how to be a partner with your agency. It is interesting how when either the bank or the agency tries to cut corners and skips or shortcuts one of the components above, the process takes longer and/or the deliverable is off target.

Having worked on both sides of the desk, one suggestion I can provide is to share more as opposed to less. The agency can always determine how much they will use in the development of a good campaign, but it is best if everyone has as much background research and insight as possible. For the development of a great campaign, knowledge is power.