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David Meikle: Meeting the needs of modern clients
Manage episode 411458415 series 3554243
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How clear are you on what clients REALLY want from agencies? And what if you could ask someone with a unique perspective on how agencies do great work?
Our guest on this episode is David Meikle. The classic ‘poacher turned gamekeeper’, he was previously an agency leader, working for Grey and latterly running Ogilvy in Russia, and now he’s a search consultant. David’s also a compassionate, innovative and rigorous thinker about the advertising and marketing industry, which you’ll know if you’ve read his books.
This far-reaching conversation covers commerciality and profit, the risks of productising your offer, and how to strike a fairer deal with procurement. We also explore why agencies are poor negotiators and a surprising truth about how less exciting clients often get better work.
David also offers a new way to think about agency differentiation - one that clients are taking increasingly seriously.
CHAPTERS:
2.26 The difference between finance and commerciality
5.04 What agencies don't understand about profit conversion
11.07 How agencies enable Procurement to dominate them
15.10 The risks of productising agency services
24.20 Why agency marketing is like car insurance
27.15 The role of the agency's employer brand
31.30 Distinctiveness vs uniqueness
40.10 How conservative clients can get better work
42.01 Agency failures in negotiation
43.40 The concept of 'buyer's profit'
46.25 Opportunities for your employer brand
MORE ABOUT CO:DEFINERY:
HOST SOCIALS:
Linkedin - https://www.linkedin.com/in/robinbonn/
Twitter - https://twitter.com/robonn
GUEST SOCIALS:
Linkedin - https://www.linkedin.com/in/david-meikle-6194405/
DAVID'S BOOKS:
https://www.amazon.com/stores/David-Meikle/author/B071NLVJBW
LINKS:
Why Work Sucks and What to do About it - https://www.amazon.com/Why-Work-Sucks-How-Joke/dp/1591842034/
The No Asshole Rule - https://www.amazon.com/Asshole-Rule-Civilized-Workplace-Surviving/dp/0446698202
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