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What questions will it answer?
- Why relationships are so fundamental to increasing marketing spend efficiency and effectiveness, and why agencies often fail to practice what they preach.
- How agencies really work? What motivates agencies and how to get them to go the extra mile for you?
- What clients are really looking for in an agency partner?
- Why it's important to let the agency in, and how this can reduce your workload.
- How to close the empathy gap.
- Why as the client your role in creating the conditions for creativity is the most important of them all.
- Why the role of the agency account person in creating the conditions for creativity is so important, yet so often undervalued
- The importance of a 'magic catch-up' and why one conversation can make a real difference.
- How to get a 'Meerkat' and not a 'Camel'? How 'One Team' working practices can make a fundamental difference to creative execution.
- How to grow influence within a client's business and spot opportunities to increase revenues.
- Why you want to create the 'happiness advantage' and to be sensitive to power dynamics.
- How to measure what you treasure, and why you should set additional KPIs for measuring relationship quality.