Getting the Most Out of Your Advertising Agency

Cash In! is a series of concise communiqués that offer our perspective on topics that challenge marketing professionals in the gaming industry.

As a recession in the economy looms on the horizon, the stock market continues its topsy-turvy ride and the Feds keep lowering the prime interest rate. We're still dodging the after-effects of the sub-prime mortgage crisis, prices at the gas pumps are soaring and consumer spending is at an all time low. So, realistically, what kind of affect does this have on the Tribal Gaming Industry? Plenty!

Let me start with a disclaimer: I am a principal of an advertising agency. Our perspective on this topic, however, also takes into consideration what clients say they want from a great advertising agency. Clients and ad agencies rely on each other for a number of things, and each relationship is different. In fact, some really large companies may have relationships with a number of different ad agencies depending on their specialty. I recently had the opportunity to meet the Senior Vice President/Creative Head of Coca-Cola who told me that he is currently working with over 40 different ad agencies! But for the purpose of this paper, I'm going to assume, and our research has shown, that most Tribal casinos only work with one agency. (Just be thankful you don't work for Coke!)

Here is a list of a few things that clients say they want from their agency:

• Responsiveness
• Good creative
• Great listening skills
• Innovation
• The ability to track performance
• Fair pricing

I'm sure the list goes on and on, but if you could have all of the above, I think you would be very content in your relationship with your agency. The casino industry is very challenging for Marketing Directors and ad agencies alike. In fact, a recent study shows that the average CMO (Chief Marketing Officer) tenure is now down to 18-24 months. The constant demand for better creative and cheaper and proven work is greater now than it has ever been. The constant advancement of technology has forced and allowed, to some extent, everyone to work more efficiently. The demands on you aren't changing. But the way you work with your agency can! Here is how:

Responsiveness Time is often the biggest issue facing Marketing Directors and agencies. Agencies are responsible for coming up with the big idea. The problem is that the BIG idea can take two minutes or two weeks to conceive. There just isn't a set mathematical equation for this. Time management is the key. The first step is to communicate your REAL timeframe with your agency. Give them as much time as possible. On your end, don't delay in getting them the project. Be honest and respectful of their time and they should return the favor. It is OK when you need your agency to crash something out. Trust me, we know that some projects do just "pop-up." We live on stress and the ability to jump in and solve a problem quickly. If, however, you feel the need to consistently "pad" your timeframe, there is probably a deeper problem with the agency that is doing your work. Most commonly, it results from creative that is off base. This brings me to my next point.

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