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On Planning
By: Dwayne W. Waite Jr.
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If you are a regular reader of Beyond Madison Avenue, you would know that we believe that being cut from the cloth of the generalist is the key to success and longevity in the advertising industry. Yes, we believe that in order to stick around, one must strive to know a little about a wide spread of topics, activities, and principles.

Knowing a little about a lot doesn't just make you indispensable, but it also helps you learn. And when we continue to learn, it helps us adapt concepts from different disciplines to the discipline we as communicators are engaged in.

Point: we sat in on a presentation by the Commonwealth Education Trust on teaching and learning, a presentation designed for teachers to beef up their practice. On the planning module, the instructor when through six activities that teachers should be aware of as they plan their lessons and curriculum.

We looked at the list and decided to modify it for the agency/client relationship.

On Planning for a Good Agency/Client Relationship

Formulating →  Goals
Engaging  →  Clients
Planning  →   Activities/Meetings
Organizing  →   Resources
Developing  →   Strategies
Communicating  →   Achievement/Feedback

How fascinating. Like a teacher who has a goal to make their students succeed, we as communicators have the goal to make our clients succeed. Before the work even begins, we have a lot to do in order to create a positive working relationship with the brands and shops we serve.

We must take time to develop the relationship. Advertising is and will continue to be a people-oriented business. Putting effort up front to make sure we understand each other and know what to expect is a crucial part.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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