Mumbrella360 video: CMO Confidential

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

Mumbrella360_CMO Confidential 1

In one of Mumbrella360’s most unusual sessions, four senior chief marketers reveal what they love and loathe about their creative agencies – while hidden behind a screen.

Among the observations covered off by the four – dubbed Mr Travel, Mr Retail, Miss Finance and Mr Alcohol – by session convenor and founder of New Business Methodology Julia Vargiu – were candid views and observations about dodgy practices, lazy work and supreme levels of services, leaving many in the audience wondering if it was them being talked about.

CMO Confidential
Julia Vargiu, founder, New Business Methodologies


  • 0:00 Introduction
  • 2:00 Meet the 4 panellists: Mr Travel, Mr Retail, Miss Finance and Mr Alcohol
  • 4:00 Do all agencies sound the same and how can agencies stand out from the crowd?
  • 6:50 What did an agency do to win a piece of your business without pitching?
  • 11:30 Being understood makes relationships grow: how to make it work
  • 13:30 Learn the language of the company you hope to work with
  • 14:30 The best agency relationship I have ever had
  • 16:00 Agencies need to offer more dialogue than just creative remit: less pictures, more data
  • 18:00 What do you know about what your agencies are doing that they think you don’t know?
  • 20:00 Agencies are prone to overcompensating
  • 21:00 Adding ‘the purple duck’ to creative
  • 22:00 What makes the relationship between you and an agency get stale?
  • 23:00 The disappearance of senior staff from pitch to junior staff once the account is won
  • 25:00 Stop sweating the small stuff; consider partner swapping or ‘the prisoner exchange’
  • 27:00 What happened to cause you to fire your agency?
  • 30:00 “If you want to pay peanuts you get monkeys and it all goes shitty”
  • 31:50 “The only thing we charge an agency for is time and expertise”
  • 33:00 Don’t lowball to win the business and then revise up – be honest about what you need
  • 34:20 How many agencies have really understood your business?
  • 35:09 Clients often need help with implementation
  • 36:00 Clients need to pick the right agencies and give them what they need to succeed
  • 41:30 Presentation concludes

Related: ‘If you pay peanuts you’ll get monkeys and it will get shitty’ says secret CMO


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