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The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

Aug 23, 2014

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Marketing

Tim Leake

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
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Page 1: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation
Page 2: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

Hi, I’m Tim Leake.I work at RPA as SVP/Growth & Innovation.

Page 3: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

@tim_leake

Page 4: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

#GetNakedAtCannes

Page 5: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

If Clients don’t believe their Agency’s recommendation is in their best interest,

Cannes-worthy ideas die.

Page 6: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

My job is to apply creativity to make sure we succeed in the future. !

Page 7: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

And to succeed in the future, we need to improve our relationships.

Page 8: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

We’re proud of our relationships and our work. But we want to get better.

Page 9: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

THE FIRST TIME I EVER SAW A CLIENT NAKED.

Page 10: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

“Honestly, I simply don’t trust any of my agencies to actually solve my marketing problems.”

Page 11: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

My jaw.Floor.

Page 12: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

What else aren’t we saying out loud?

Page 13: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

So, we partnered with USA TODAY on a survey:Completely anonymous

143 senior-level agency & brand marketing leaders

Page 14: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

What leads to the best advertising?

84%81%

Longstanding relationships

Page 15: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

84%81%

What leads to the best advertising?Collaboration from start to finish

Page 16: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

84%81%

What leads to the best advertising?Clients trusting their Agencies

Page 17: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

98% of Agencies and Clients agree that trust leads to great advertising. !

Why don’t we have more of it?

Page 18: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

“Get with it. Think more. Embrace your potential and shake off your stupid, dated internal ways.”

CLIENT TO AGENCY:

Page 19: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

CLIENT TO AGENCY: “You slow us down. My professional success has nothing to do with your creative idea.”

Page 20: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.”

Page 21: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.”

Page 22: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

Four truths affecting trust:

Page 23: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

Considering we’re communication companies, we suck at communication.

Page 24: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

CLIENT:“As an agency, you need to leverage your supposed ‘expertise’ at communication to win over your clients.”

Page 25: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.”

Page 26: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

of Clients claim to speak their mind freely, even when it’s uncomfortable.88%

Page 27: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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%

Page 28: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

“The single biggest problem in communication is the illusion that it has taken place.” !

- George Bernard Shaw

Page 29: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

We need to apply some creativity to what we mean by “creativity.”

Page 30: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

of Agencies and Clients agree we don’t have a shared definition of creativity.2/3

Page 31: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

What does “creativity” mean, anyway?

Page 32: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

What does “creativity” mean, anyway? The ability to transform marketing objectives into something that connects with people? !

Page 33: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

What does “creativity” mean, anyway? Non-literal, non-lateral thinking?

Page 34: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

What does “creativity” mean, anyway? New and original ideas and insights?

Page 35: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

What does “creativity” mean, anyway? Making ads?

Page 36: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

How much could the best creative work potentially move your business?

26% 48% 77%

Page 37: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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%

Page 38: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

CLIENT:“You’re all smart, but you get too wrapped up in a cool idea and lose sight of the strategy.”

Page 39: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

AGENCY:“I wish our clients had the courage to go beyond ‘messages’ and embrace brand ‘behaviors.’”

Page 40: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.”

Page 41: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

“It’s amazing what you can accomplish when you do not care who gets the credit.” !

- Harry S. Truman

Page 42: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

Risk is risky.

Page 43: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

AGENCY:“Be greater risk takers!! Don't rely on proven solutions in a world filled with new ‘unproven’ opportunity!”

Page 44: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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?”

Page 45: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

of Agency executives say their Clients are afraid to take risks.

76%

Page 46: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

“Different” and “Risky” are two distinct things.

Page 47: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.”

Page 48: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

“Risk comes from not knowing what you’re doing.” !

- Warren Buffett

Page 49: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

We’re better at the art of ads than the art of business.

Page 50: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

I feel guilty even talking about this stuff at Cannes.

Page 51: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

90% of Agencies say they truly understand their Clients’ business. !

Only 65% of Clients agree.

Page 52: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

84% of Agencies say they understand how to drive sales for their Clients’ brands. !

Only 56% of Clients agree.

Page 53: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

76% of Agencies say they do a good job of demonstrating ROI. !

Only 40% of Clients agree.

Page 54: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

AGENCY:“You have absolutely no idea how much we care about building and transforming your business/brand.”

Page 55: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.”

Page 56: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

of Clients agree their Agencies seem more interested in ‘selling their work’ than ‘solving our problems’

56%

Page 57: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

The reason we don’t have more Cannes-worthy work is that we’re trying too hard to sell Cannes-worthy work.

Page 58: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.”

Page 59: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

Our incentives are not aligned, and this will be a problem until we fix it.

Page 60: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

We need a business case for craft.

Page 61: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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

Page 62: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

A four point plan for Agencies to help increase trust:

Focus as much on interpersonal communication as we do mass communication.1

Page 63: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

A four point plan for Agencies to help increase trust:

Work with our clients to define and better understand the evolving role of creativity.2Focus as much on interpersonal communication as we do mass communication.1

Page 64: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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.2Focus as much on interpersonal communication as we do mass communication.1

Page 65: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

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."3Work with our clients to define and better understand the evolving role of creativity.2Focus as much on interpersonal communication as we do mass communication.1

Page 66: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

Relationships take work. !

But doing so will lead to more Cannes-worthy work.

Page 67: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation

GetNakedAtCannes.com