Ralph Ardill

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The Value of Design

• Ralph Ardill
• Marketing Strategic Planning Director
• Imagination Ltd

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The Value of Design
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Emotion

• Designers are people who think
• with their hearts.
• James
• Aged 10

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Process

• Manufacturers shouldnt think of
• design as a bolt on thing. Design is
• how the product is used, how it is
• made, how it works and how
• reliable it is.
• James Dyson
• Chairman
• Dyson Appliances

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Management

• Today Nike has about 350 designers
• working for it to keep a close watch
• over every visual expression of the brand.
• Scott Bedbury
• Ex-Advertising Director
• Nike

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Value

• At Sony we assume all of our
• competitors have the same
• technology, price, performance
• and features. Design is the only thing
• that differentiates one product from
• another in the marketplace.
• Norio Ohga
• Chairman
• Sony

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Reinvention

• Were always willing to reinvent
• the wheel because strong design
• stands the test of time.
• Ian Schrager
• Founder
• Schrager Hotel Group

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Future

• Design is an essential culture and
• mind-set for expanding horizons
• about what is and what can be.
• Tom Peters
• Management Guru
• The Tom Peters Group

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Profit

• 90 of new product developments
• which employ a professional design
• consultant make profits, and the
• average payback is just 15 months.
• Open University
• Design Innovation Unit

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Leadership

• We can say with pride that we are
• the design workshop of the world
• leading a creative revolution.
• Rt Hon Tony Blair MP
• Prime Minister

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Goodness
Design is not just about survival and
profitability, it is about making a difference
and it ought to be a difference for the
better. Charles Handy Author and Broadcaster
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Soul

• Design is the fundamental soul
• of a man-made creation.
• Steve Jobs
• Founder
• Apple

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We Say
They Hear

• Emotion
• Process
• Management
• Value
• Reinvention
• Future
• Profit
• Leadership
• Goodness
• Soul

Pretentious Arrogant Self-obsessed
Patronising Hype Naive Excluding Inflexible Defen
sive Bullshit
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The Design of Value
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Trust

• There's nothing that bugs a
• client more than turf wars
• with, within or between
• agencies. Clients need to
• trust them to get on with it.
• Carey Evans
• Relationship Audits

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Respect

• We started out respecting one
• another, and thats a great way to
• begin a relationship. In order for
• our partnership to succeed, that
• kind of relationship is found at all
• levels from senior management
• on down.
• Andrea Alstrup,
• Corporate VP-Advertising
• Johnson Johnson

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Integrity
I need an agency that can prove to me what it
can do and tell me what it can't. Ultan
Herr Business Engineering Manager Diageo
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Results

• I dont pigeon-hole my agencies
• but I do want the best service,
• an agency that understands
• people and - of course - one that
• gets results.
• Alka Dass,
• Marketing Manager
• Café Direct

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Compatibility

• Theres a match between our
• cultures and values coming
• from years of understanding
• each other, years of knowing
• each other well and years of trial
• and error.
• Frank Cella
• Exec VP Marketing
• Nestle

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Loyalty

• You know theyre going to be
• there tomorrow. That is very
• important to us, that continuity on
• which you can build a relationship.
• Antony Burgmans
• Chairman
• Unilever

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Passion

• The idea of passion is what our
• relationship is all about. I think
• thats why it works so well.
• Carol Hamilton
• President
• LOreal

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Co-operation

• Theres a nice blending of our
• teams and a blurring of where the
• client ends and the agency begins.
• Its not a hand-off. Theres an
• attitude on both sides that were
• here to go after opportunities.
• C.J. Fraleigh
• Executive Director
• Corporate Marketing Advertising
• General Motors

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Joy

• I know well laugh, that theyll tell
• me something I dont know, that
• well have some healthy debates.
• Theyre a joy to work with, and they
• produce good work.
• Mich Mathews
• VP Marketing
• Microsoft

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Connection

• The personal chemistry between
• the agency and the company is
• critical to the success of the
• relationship.
• Patrick Newman
• Director
• FTB Telemarketing

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We Talk About
They Talk About

• Emotion
• Process
• Management
• Value
• Reinvention
• Future
• Profit
• Leadership
• Goodness
• Soul

Trust Respect Integrity Results Compatibility Loya
lty Passion Co-operation Joy Connection
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Design
Relationship
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Design
T
Relationship
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The Valued Designer
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10 Reasons to Sit-Up and Take Notice

• 1984 av. relationship 7.2 years, 1997 5.3
  years, by 2010 4 years
• 31 of relationships are under-performing and/or
  limping along
• 80 of your business comes from 20 of your
  clients
• 60-70 success current, 40 chance to
  lost/lapsed and 5-20 to new
• Most companies loose 50 of their customers
  every 5 years
• 66 of clients defect due to poor client care
• Cutting defections in half can double a
  companys growth rate
• A 5 increase in retention can increase profits
  by nearly 100
• Even a 90 retention loosing 1/3 of your
  clients over 4 years
• It costs 5-10 times more to acquire new clients
  than retain current ones

Sources HBR, PWC, Andersen Consulting, Marketing
Metrics
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10 Things Clients and Agencies Want

• Outstanding service 95
• Responsiveness 95
• Meet my goals 86
• Understand my business 86
• Good to work with 86
• Strategic counsel 85
• Excellent ideas/delivery 83
• Develop fast solutions 83
• Value for money 79
• Spend money as their own 79

• Communication 94
• Respect/Trust 90
• Fair payment 88
• Clear direction 81
• Senior mgmt involvement 79
• Embrace ideas/invention 77
• Teamwork 77
• Streamlined approvals 73
• Shared vision and goals 68
• Clients who are experienced 65

What Clients want from Agencies
What Agencies want from Clients
Source JD Consulting
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10 Reasons Clients Fire Agencies

• New client with a new broom
• Lack of agency interest and understanding
• Agency strategy and creative unhinged
• Client feels theyve outgrown agency
• Inexperienced agency personnel
• Agency mgmt changes at the top
• Agency work scores below accepted levels
• Agency intransigence and arrogance
• Agency consolidation, mergers and re-structures
• Poor agency attention to budgets

Source The Bedford Group
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10 Tips for the Relationship Designer

• Designing your relationships is your greatest
  creative challenge
• Your are your customer experience. Make every
  moment count
• Be wary of stereotypes. Never forget your
  clients are people
• Never stop innovating in the work you do or in
  how you do it
• Always under-promise and over-deliver
• Forget cold-calling and start warm-calling
• Dont work with people who cant work with
  clients
• Be a Farmer who loves to Hunt, not a Hunter who
  hates to Farm
• Your network is your net-worth. Nurture and
  relish it.
• Be a designer of value

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Selling

• In the modern world of business it
• is useless to be an original creative
• thinker unless you can sell what
• you create.
• David Ogilvy
• Founder
• Olgivy Mather Advertising

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People

• Clients increasingly buy people
• supported by an agency, rather
• than an agency supported by
• people.
• David Muir
• Ogilvy Group

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Relationships

• The relationship between a
• client and his agency is almost
• as intimate as that between a
• patient and his doctor. Make
• sure you can live happily with
• your clients before you accept
• their accounts.
• David Ogilvy
• Founder
• Olgivy Mather Advertising

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Success

• The most important single
• ingredient in the formula of success
• is knowing how to get along with
• people.
• Theodore Roosevelt

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Night Bus

• Lots of people want to ride with you in
• the limo, but what you want is someone
• who will take the bus with you when
• the limo breaks down.
• Oprah Winfrey

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• The Value of Design

You catch the last bus home after another long
day.
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• The Design of Value

Youre grounded enough to catch a bus home.
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• The Valued Designer

Youve missed the last bus but a client puts you
up for a night.