“The Key - Quick Conversations”: Gareth Abel

🎯 “Give them the background and the context, then let them create their magic.” 🎯

⁠Gareth Abel⁠, Global CMO

☀️ We took "The Key 🔑 Quick Conversations 🎤 " series outside into sunny London.

This one was filmed in the middle of St James' Square with ⁠Gareth Abel⁠, who I had the pleasure of meeting at ⁠The Marketing Society⁠'s fantastic ⁠Aston Martin F1 Team⁠ event a few months back.

🏎️ After we spent probably too much time indulging our love of F1 and agreeing that ⁠Lewis Hamilton⁠ deserves an 8th title....we got to it.

🌏 ⁠Gareth Abel⁠ is a marketing leader with considerable global experience across tech and telco brands, so had a great point of view on this.

👉 I asked: What’s "The Key 🔑" to successful client and agency relationships?

Here is what ⁠Gareth Abel⁠ shared:

1️⃣ “There needs to be a really clear understanding of what the brand’s situation is, what it’s trying to do next, and who it’s going after.”

2️⃣ “Give the agency the context and the objectives, then let them go off and do what you’re paying them for.”

3️⃣ “Trust is essential. You’ve engaged specialists. Let them bring ideas that might even feel uncomfortable at first, that’s when the best work happens.”

4️⃣ “Be clear about what you want the customer to think and feel about the brand or campaign.”

💡 A brilliant reminder: Clarity and trust in a relationship are the foundations for creative brilliance.

🙏 Huge thanks to ⁠Gareth Abel⁠ for the "Quick Conversation 🎤" and for championing an approach that gives agencies the space to surprise, push, and deliver something truly effective for their Client partners.

#TheKey

#QuickConversations

#ClientAgencyRelationships

#CreativeTrust

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