

Mastering the client-agency relationship - Richard Warren, prev. Lloyds Banking Group & Lowe
13 snips May 3, 2023
Chapters
Transcript
Episode notes
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
Introduction
00:00 • 3min
How to Go Client Side for the First Time
02:50 • 3min
The Importance of Understanding Clients
05:40 • 3min
The Importance of a Populist Agency
08:26 • 2min
Howard Brown's Halifax Campaign
10:15 • 2min
How to Be More Aligned With Your Clients
12:21 • 3min
How to Pitch to a CMO
15:27 • 3min
How to Write a Creative Brief
18:04 • 2min
How to Engineer a Reason to Physically Be With Your Customer
20:28 • 2min
The Art of the Customer Interview
22:18 • 2min
The Importance of Currency in Agencies
24:20 • 2min
How to Pick the Right PR Agency
26:39 • 2min
The Importance of Trust in an Agency
28:40 • 2min
The Importance of Providing Evidence That It Works
30:21 • 3min
How to Pitch a Campaign to a Customer
33:07 • 2min
The Black Horse: A Powerful Branding Device
35:18 • 2min
The Importance of Consistent Use of the Same Idea
37:42 • 3min
Fluent Devices: The Most Proven Way to Produce Effective Advertising
40:24 • 2min
How to Make a Successful Lawyers Advertising Campaign
42:40 • 3min
How to Resolve Low Attention and High Attention Media
45:12 • 2min
The Challenges of Designing for a Low Attention World
46:46 • 5min
The Uncensored CMO With Richard Warren
51:39 • 2min