The newest podcast episode of Crossing the Axis just dropped and it features an incredibly insightful conversation with the creative fashion driver Thig Gishuru, who shares best practices of selling direct to brands and specific details about what he wants to hear from production companies trying to win his business.
Thig is currently on the client-side of advertising as a Creative Director at Zulily. Before that he worked at companies like Nordstrom and T-Mobile. In addition to his brand work, his career has taken him through agency stops including creative roles at places like Publicis and Auxiliary.
Thig clearly appreciates the grit and determination it takes to succeed on the agency-side of the business, which might explain his candid generosity in giving potential partners the guidance necessary to get him to listen to your point of view.
While he does acknowledge that there is an element of luck in business development, he gives a great example of how outreach has gotten his attention in the past.
Thig talks about the "pressure in his job to make compelling creative" and wants partners to be "empathetic" in their pitch.
He says an approach like, "I see you're doing that, have you tried this" would absolutely get his interest in how a creative partner’s specialization could help him.
His request is consistent with what I've heard from others: "help me". Show him how your expertise can help Zulily take advantage of something you think they are currently missing. As you will hear in the episode, this could be a business strategy point of view or a very wild creative idea.
Additional topics addressed in the show include:
How to effectively market fashion during an economic downturn.
How a company like Zulily could interact with AI.
When does Zulily work with agencies, production companies, or do work in-house?
How important is budget during these financial times?
コメント