The Futur with Chris Do 133 - Brand Strategy and Advertising — with Tim Maleeny
6 snips
May 12, 2021 
In this engaging conversation, Tim Maleeny, the President and Chief Strategy Officer at Havas and a mystery novelist, dives into the thrilling yet competitive world of advertising. He shares insights on creative collaboration, stressing the importance of trust and effective communication. Tim discusses how authenticity and emotional storytelling can enhance agency-client relationships, while emphasizing the need for curiosity and likability. With over twenty years in the industry, he reveals the delicate balance between creative integrity and client demands, making for a compelling discussion.
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Balancing Business and Audience Needs
- Understand both the client's business objectives and the audience's perspective.
- Ask "Why should the audience care?" and consider their distractions.
The Role of an Account Director
- An Account Director bridges the client's business understanding with the agency's creative thinking.
- They facilitate collaboration and translate jargon between both sides.
Agency Chemistry
- Clients choose agencies based on chemistry and the perceived ease of future collaboration.
- Creative tension is good, but it should be collaborative, not tense.
