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20% - The Marketing Procurement Podcast
Tuning Up the Client-Agency Relationship w/ David Meikle
Sep 6, 2023
David Meikle, a consultant specializing in advertising and marketing performance, shares insights from his new book, Tuning Up. He discusses the Meekle Matrix, a framework designed to enhance client-agency relationships. Listeners learn about his leadership experience in Russia's booming advertising scene and the complexities of aligning agency capabilities with client goals. The conversation also addresses the control-responsibility paradox and the importance of transparency in budget discussions, providing strategies for negotiating and articulating value.
47:26
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Quick takeaways
- David Meikle highlights the importance of understanding agency-client relationship dynamics to optimize advertising strategies effectively.
- The Meekle Matrix serves as a valuable tool for assessing responsibility and control levels within client-agency interactions, enhancing collaboration.
Deep dives
David Meekle's Unique Expertise
David Meekle, an experienced agency executive and consultant, emphasizes the importance of understanding the dynamics of agency-client relationships. His books, including 'How to Buy a Gorilla' and 'Tuning Up,' provide practical insights into optimizing advertising strategies. Drawing from his extensive career, particularly his transformative period at Ogilvy in Moscow, Meekle illustrates the unique challenges within diverse markets. He highlights how navigating cultural differences can significantly impact the effectiveness of client-agency interactions.
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Discover
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