http://blog.agencypja.com/2007/11/08/advertising/what-to-do-when-you-believe-the-client-is-wrong/ An open source take on marketing the hard stuff: BtoB Enterprise, IT & Life Sciences. Wed, 19 Nov 2008 11:46:28 +0000 http://wordpress.org/?v=2.6.3 http://blog.agencypja.com/2007/11/08/advertising/what-to-do-when-you-believe-the-client-is-wrong/#comment-8915 DJHowatt Thu, 08 Nov 2007 19:29:14 +0000 http://blog.agencypja.com/2007/11/08/advertising/what-to-do-when-you-believe-the-client-is-wrong/#comment-8915 Hugh, It's a terrific list. I'd suggest two more: #11 As a reality check, consider for a moment that your client might be right. This is implied by your parentheses in your blog's heading. The agency will rarely understand the market and the market's culture as well as the client. Non-marketing clients may not be able to describe their issues, but their intuition can often be pretty accurate. #12 Always talk in terms of business outcomes. Indeed, always create with business outcomes firmly in mind. There are two dynamics in play. One is that the client or his/her peers is often suspicious that the agency is "just looking for a trophy." The other is that your client needs to be prepared to explain or defend his or her approval. Business outcomes are the lingua franca for both of these dynamics. Hugh,
It’s a terrific list. I’d suggest two more:
#11 As a reality check, consider for a moment that your client might be right. This is implied by your parentheses in your blog’s heading. The agency will rarely understand the market and the market’s culture as well as the client. Non-marketing clients may not be able to describe their issues, but their intuition can often be pretty accurate.
#12 Always talk in terms of business outcomes. Indeed, always create with business outcomes firmly in mind. There are two dynamics in play. One is that the client or his/her peers is often suspicious that the agency is “just looking for a trophy.” The other is that your client needs to be prepared to explain or defend his or her approval. Business outcomes are the lingua franca for both of these dynamics.

]]> http://blog.agencypja.com/2007/11/08/advertising/what-to-do-when-you-believe-the-client-is-wrong/#comment-8909 Elaine Fogel Thu, 08 Nov 2007 16:13:19 +0000 http://blog.agencypja.com/2007/11/08/advertising/what-to-do-when-you-believe-the-client-is-wrong/#comment-8909 Great list here, Hugh! Thanks for referring to my MarketingProfs article. It's always nice to know we're not alone in our experiences and can share valuable tips. Great list here, Hugh! Thanks for referring to my MarketingProfs article. It’s always nice to know we’re not alone in our experiences and can share valuable tips.

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