Get Results Fast

Strategy, Art Direction, Design, Copywriting

I’m just gonna say it: sometimes I #%$@ing hate clients*.

SAP asked me to tap that energy and create a guide for their partners who might want to hire a marketing agency, with the express purpose of teaching clients how to get out of their own way.

*If you’re one of my clients and you’re reading this, I don’t mean you, I’m talking about the other, bad, clients.

Copywriting

For the copy, I was given two major directions: 1) balance information with snark and 2) assume the audience knows next to nothing about marketing. I went for a persona that was your good friend who you know is smart enough to get advice from, even if they can be kind of an asshole about it. They may be a jerk, but they’re definitely on your side.

Agency Interview Cheat Sheet

The cheat sheet was a small added-value section we added to the guide which was meant to walk readers through their first few discovery sessions with potential agencies. As opposed to the rest of the guide, I designed it in the more standard black-on-white, in case some of our more analogue users wanted to print it out.