Samsung ’ s virtual event |
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the right value out of the team you are working with , and sometimes the lowest cost team isn ’ t best suited to deliver value – which can become tangible in the time required to get to a solution or the quality of the work itself .
The value equation ties to results as well . You want your agency to take ownership of your goals and help measure the tangible impact of your event . Agencies can exponentially increase commercial and brand impact , more than paying for your investment in them , and ultimately driving your business and our economy forward .
How to get the most out of your agency Once you ’ ve found a great partner , now what ? Here are a few tips : First , bring them in early and be transparent about your business goals and challenges . A good agency needs the background ; the reasons you are investing in them and the event or experience .
Next , provide a short , inspiring
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Dax Callner
brief . This may be the most common challenge for creative agencies ; briefs that either provide way too much information , making it hard to understand what matters , or too little , leaving them without much to work with . Writing a good brief is a key skill , but don ’ t forget to present the brief so the agency can ask questions .
Importantly , put the audience at
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“ Ultimately , a creative agency focused on events will take on your goals as their own .” – Dax Callner |
the centre of your brief . Live events are about connecting people to brands and with each other . Help your agency truly understand your audience to inspire strategic thinking that will change beliefs and behaviours . Don ’ t forget to answer this key question : why should the audience participate in the event ( what ’ s in it for them )?
Driving success Ultimately , a creative agency focused on events will take on your goals as their own and will be accountable for results . They become a partner and extension of your team , bringing insight and creativity to help take on the trickiest challenges . They challenge you to try things you never would have considered , and they demonstrate the resulting impact on objectives . Agencies are a powerful force for positive change ; choose them well and you ’ ll get people you truly enjoy working with , and who care about your business and goals as much as you do .
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