Month: February 2018

Get creative with GDPR

Get creative with GDPR

From a marketers perspective, GDPR compliance can be both complicated and a bit daunting. By putting yourself in your customers shoes and viewing this from their perspective and approaching this with some creativity may actually gain you a competitive advantage.

To give you a few ideas how you can use the channels that you own (your website and newsletters), here are some of the activities I would have done to future proof my marketing and in the same time make it easy for my customer.


Book review: Linchpin by Seth Godin


“If your organisation wanted to replace you with someone far better at your job than you, what would they look for? I think it’s unlikely that they’d seek out someone willing to work more hours, or someone with more industry experience, or someone who could score better on a standardised test.
No, the competitive advantage the marketplace demand is someone more human, connected, and mature. Someone with passion and energy, capable of seeing things as they are and negotiating multiple prioritise as she makes useful decisions without angst. Flexible in the face of change, resilient in the face of confusion.
All of these attributes are choices, not talents, and all of them are available to you.”

– Seth Godin, Linchpin – are you indispensable?



How to write a creative or marketing project brief for an agency


Do you want to find a way to start of a new collaboration in the best possible way? to get your suppliers to hit the ground running working for you and be the coveted client that everyone wants to work with?

Here is the secret. It starts in the pitch process, that’s where you lay the foundation for team work, and you can set the tone right out the gate.

Depending on the type of project and collaboration of course, this is what a brief should contain, if it’s some sort of marketing collaboration or project:

  • Short outline of the process and the timings for said process, from RFI (request for information) to presentations to final decision day and a desired start date for the collaboration.
  • Contact information and their roles, from your company.
  • Short, relevant background information about your company. Business goals, competitors, current challenges and anything else that might help the agencies to create proposals which can help you succeed in your role.
  • Budget – helps the agencies to prioritize and create proposal right away that fits the scope you have available.
  • Objective – what is the purpose of the collaboration or project?
  • Target audience – who are you looking to reach?
  • Market – what’s your market? or desired market? what do you know? and what do you not know?
  • Goal & KPIs – how do you measure success from this collaboration or project? what defines it’s success?
  • Integrations – from technology to other agencies or departments that they may have to work with
  • Scope – what is the actual scope of your request?
  • Delimitations – is there any clarifications you need to make in terms of what is not included in this project and pitch?
  • The requirements – list the requirements, if applicable, for this initiative. Everything from technology to requirements that the agency needs to meet (team, values etc)
  • Your expectations of an agency – what do you need and want out of this collaboration? be clear.


Additional information:
(if applicable – depends on the type of project and can be supplied at a later stage in a pitch)

  • Marketing strategy & plan
  • Target audience information
  • Business plan
  • Supporting information on any technology and integration with systems


unsplash-logoKeila Hötzel