“The Key - Quick Conversations”: Jo Bird

🛠️ “If you help build it, you will love it.” 🛠️

This is The IKEA Effect — which Jo Bird ✨ explained in our "Quick Conversation" about what "The Key 🔑" is to successful Client-Agency relationships.

🔥 We were at The Marketing Meetup's first Global Conference "Campfire Stories" and Jo had just come off stage (see the pic), where she shared fascinating insights about how the underdog position can be your most powerful brand story. 🔥

🔑 Jo Bird ✨'s Key? Collaboration.
But not the surface-level kind — Jo talked about real integration between Client and Agency.

Here is how Jo brought it to life:
1️⃣ “Clients know their brand like the back of their hand… Agencies eat, sleep, breathe killer creative.”
2️⃣ “The beauty of collaboration is just listening more, talking less.”
3️⃣ “Agencies: ask more questions. The more you ask, the less you dictate.”
4️⃣ “Stay on your pedestal, but let the client challenge you — you will get better results.”

⚡ And that IKEA Effect? Jo recommends using it in pitches:
✋ Stop. Ask the client what they think. Involve them.
“The minute you ask, they feel invested.”

A brilliant reminder that creativity is a team sport — and that shared ownership can lead to standout work.

Thank you to Jo Bird ✨ and also Joe Glover, James Sandbrook and the whole of The Marketing Meetup team for a wonderful conference.