Professional Documents
Culture Documents
36 %
interact with Clients,
the number who agree
this is true falls to:
“The single biggest problem in
communication is the illusion
that it has taken place.”
!
- George Bernard Shaw
We need to apply
some creativity to
what we mean by
“creativity.”
of Agencies and Clients
26 48 77% % %
How much could the best
creative work potentially
move your business?
26 48 77
Clients
%
Agencies
%
Agencies,
if you count the people
%
who said over 100%
CLIENT:
“You’re all smart, but you get too
wrapped up in a cool idea and
lose sight of the strategy.”
AGENCY:
“I wish our clients had the
courage to go beyond
‘messages’ and embrace
brand ‘behaviors.’”
CLIENT:
“Don't believe you have a
monopoly on either creativity
or great ideas. They can, and
often do, come from many
places. Embrace this.”
“It’s amazing what you can
accomplish when you do not
care who gets the credit.”
!
- Harry S. Truman
Risk is risky.
AGENCY:
“Be greater risk takers!! Don't
rely on proven solutions in a
world filled with new ‘unproven’
opportunity!”
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?”
76 %
of Agency executives say t
heir
Clients are afraid to take risks.
“Different” and “Risky”
are two distinct things.
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.”
“Risk comes from not
knowing w
hat you’re doing.”
!
- Warren Buffett
We’re better at the
art of ads than the
art of business.
I feel guilty even talking
about this stuff at Cannes.
90% of Agencies say they
truly understand their
Clients’ business.
!
- Andy Warhol
A four point plan for Agencies
to help increase trust:
1 Focus as much on interpersonal communication
as we do mass communication.
A four point plan for Agencies
to help increase trust:
1 Focus as much on interpersonal communication
as we do mass communication.