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4. Inform = good, inspire = better
While the technical elements of your brief are fundamental to finding the right partner and require rigorous business case planning, you can go further. Go beyond delivering the brief – inspire them. Every agency exec in a new business meeting will make you think they’re excited about your business but more often than not, they’re not the practitioners who will be working on your account . The aim is to get the agency talking about your brief before it’s even landed on their desk. Last year I was working with a global B2B tech business who provide hardware to corner shops and gambling operators. Not exactly a Nike ad campaign! They were looking for a brand strategy agency but understood that the key was to let them into the business. So they booked a table at a small, unsuspecting, underground cafe on Brick Lane that was part of their charitable project to supply tech to small businesses. There was no explanation why they chose that place until the meeting began and they took them through an impassioned briefing session to explain why small businesses are important to the culture of their business. This included a 10 minute key note from the owner of the cafe who explained how influential the company was in her success. 4 of the 6 holding companies were in the room that day. Each of them were gobsmacked by how personal the pitch then felt in that little, East London, subterranean cafe.
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