More than one trillion dollars are spent globally on advertising-a figure exceeding the GDP of 19 countries.
Imagine the waste to companies and their stockholders when marketers aren't taught and do not know the basic skills of briefing, guiding, and motivating their agencies. Sadly, not enough organizations invest in ensuring that marketers can become better clients.
Surprisingly, with one or two exceptions, there are no other books about how marketers can be better clients to their advertising agencies, but there are hundreds of books on how to start an agency, how to grow an agency, how to run an agency, how to start an internal agency, how to revamp an agency, how to win more new business, how agencies can be better, and many biographies and memoirs written by agency leaders, but
shockingly, no books teach clients how to manage their agencies effectively.
Given the high stakes of advertising expenditure, Joanne Davis' summary of what she teaches marketers and their procurement colleagues about managing, inspiring, and leading agencies- to get more out of their agency relationships without costing them more- is a must-read for any marketer or procurement executive who manages any variety of agency shops.
While Joanne's book tackles a serious subject, it is designed to be a fun, instructional read. The book showcases
"Client Bad Behavior"
and
"Client Good Behavior,"
as well as how the agency responds-
despite their inner thoughts
. Organized into three sections- Foundation of the Relationship, Inspiring Creativity, and Business Matters- the book addresses practical and problematic issues, highlighted by Joanne's straightforward advice.
How to Get Your Agency to Run through Brick Walls
offers advice on briefing agencies, providing feedback, timing, governance, and financial management.
Her Glossary of Terms, or
"Code Words and Ambiguous Phrases,"
is a brilliant addition that adds another layer of entertainment-and honesty-to the book. Her Afterword on
"Agency Tricks and Tactics"
also can't be missed!
As a long-time senior advertising leader and brand builder, she has lived through hundreds of agency searches. When she started her company 20 years ago, she promised her clients (and herself) that she would correct the wrongs. From concepts like
Can This Agency-Client Marriage Be Saved?
to specific ideas on how to repair relationships, she has proven that while change may be constant, it doesn't have to break partnerships.
Her book is designed to give real-life, inside-baseball examples and concise advice to time-starved marketers, procurement managers new to the advertising category, and agency leaders who want to teach their clients how to create a win.
Joanne Davis' examples of good client behavior underscore how great marketers can encourage their agencies to -figuratively- run through brick walls, jump through hoops, and walk on hot coals for their clients without asking for more fees.
This essential little volume should be a constant reference on the desk of every client and agency executive. It would undoubtedly improve relationships, save money, and produce better results.