by Vivek Kuchibhotla | Aug 12, 2014 | Creative Briefs, Insights & Planning, The Agency, The Creative Process
Every major Agency network talks about its proprietary planning process. They give it a catchy name and showcase it in all their Client presentations. The implication is that they have found the silver bullet to great ideas. Follow these five steps and you will turn a...
by Vivek Kuchibhotla | Aug 7, 2014 | Advertising, New Business, The Agency, The Client
Q: What keeps you up at night? A: I worry about competition. Over the last ten years, the level and ferocity of competition has increased exponentially. It used to be that you only had to worry about competitors in your country and your category....
by Vivek Kuchibhotla | Aug 4, 2014 | Account Management, Advertising, Client/Agency relationships, The Agency, The Client
It happens every day in Ad Agencies all around the world. Whenever things do not work out as the Agency wanted, it’s the Client’s fault. He either does not get it, is too scared to take a risk or just enjoys making the Agency miserable. Nothing will ever improve...
by Vivek Kuchibhotla | Jul 28, 2014 | Creative Briefs, The Agency, The Creative Process
Many years ago, when I was just starting out in Marketing, I heard a story. It was called “My Grandma’s Pot Roast” and it was told as joke. It went something like this. If you want to cook the best tasting pot roast in the world, you must follow these instructions....
by Vivek Kuchibhotla | Jul 26, 2014 | The Agency
Q: What keeps you up at night? A: You mean aside from the fear of losing key Clients, not hitting the Agency’s margin goal, not winning enough new business, trying to adapt to a new business model, and trying to keep the peace in the Agency? Q: It...
by Vivek Kuchibhotla | Jan 21, 2011 | Client/Agency relationships, The Agency, The Client
Here is a hypothetical question for Marketers. Imagine that you were told that, no matter how well you did your job, your sales for next year could only rise by a determined percentage next year. And by the way, that percentage would not be much over inflation, if at...
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