From the course: Hiring a Marketing Agency

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Client vs. agency perspectives

Client vs. agency perspectives

From the course: Hiring a Marketing Agency

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Client vs. agency perspectives

- The most important process in a client-agency relationship is the strategic and creative process. But what's kind of interesting is that clients and agencies can have really different perspectives about how this all works. Let me define it first, and then I'll share some insights behind the different perspectives. Strategic development is when the client initiates a project and briefs the agency. The client writes an assignment brief, also called a project or business brief. This includes information like the business objective, target audience, and what needs to be communicated. The agency then translates the client's project brief into what's called a creative strategy or brief, which the agency's creative team then uses is to develop the campaign. I've included an exercise file that shows the differences between the assignment brief and creative strategy and how they work together. And what's kind of funny is…

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