1. Selling Agency Ideas to Clients
(Or Account Executives)
Second Wind
University of Advertising

2. Course Description
This course presents the steps agencies should follow to ensure clients understand, accept and support creative concepts.
Includes tying creative to strategic plan objectives; the creative brief; writing a creative defense document; presenting creative in-person; the point-by-point strategic review; and closing the sale.
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Ideas are the most important product your agency has to sell.

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Clients want ideas.
A recent survey asked clients, What do you want from your agency?
The majority answered, ideas.

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The best ideas make clients a little nervous.

6. Agency-Client/Customer Standards
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Ideas That Work
Low Risk/High Return
Our work is good.
Nobody thinks its great,
But thats okay with us and our clients.
High Risk/High Return
Our work is outstanding.
Everybody knows it.
We care and so do our clients.
Breakthrough Ideas
Solid Ideas
High Risk/Low Return
We think our work is great,
But everybody knows its not.
Low Risk/Low Return
Our work is not great,
We gave up caring.
Marginal Results

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The Creative Process
Agencies must follow a very specific process if they want clientsto accept ideally, embrace their ideas.

8. 7 Things You Need to Do to Sell Creative to Clients:
Review the approved Creative Brief
Reveal creative to clients with a flourish
Review the work against the brief, one point at a time
Show how creative aligns with plans, input and brief, just as you did for the Account Executive
Use the Creative Defense Document
Get the Client to say yes at each stage of your presentation
Get a final YES!
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9. If the client still has reservations, try these support tactics:
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Reiterate how creative aligns with strategy and objectives
Offer some thoughts on tactics and media channels
Share supporting customer and market research
Explain how youll measure results

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The best agencies are able to proactively sell clients on the best creative.
This is a skill you need to develop.
Good Luck!

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Want to learn more?
Review a complete course description or enroll at:
www.univofadvertising.com
Enter code SLD20 and save 20% on any University of Advertising course!

13. About University of Advertising
Second Wind created the University of Advertising to provide on-demand training for agency professionals seeking to advance their advertising careers and become more valuable to their agencies. Since 1988, Second Wind has trained over 20,000 agency professionals and certified thousands through its highly recognized Certified Seminar series. Now, Second Wind is delivering this training right to your desktop.
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