Defining the Client & Agency Relationship
Client agency relationships in advertising: 4 problems that cause meaning there are few agencies who can offer the one-stop solution, and. Keywords: Advertising, clients, agencies, integrated marketing relationships and how things are changing in terms of defining new roles and. Here are the four types of agency-client relationships we all may be in Congrats, you guys have found happiness in advertising, but enjoy it.
Agencies are also guilty of it. Hierarchy There is no such thing as a completely flat team structure. Back in my early days I worked in a fairly lean marketing team, as a result I was often tasked with running complex Marcomms campaigns on my own, and whilst I reported into my superior regularly I would often find out about strategic changes to the brief from the AM working on the business, well after the fact.
Poor communication Ironically those who work in communications are often the poorest of communicators. Nevertheless, communications issues are rampant.
Agency Relationships – Marketing Week
A lack of clear and concise communication cuts across all facets of the agency and client environment top-down, bottom-up and side to side, and usually this is a result of a poor ongoing or regular communication chain. The brief happens at the start of a project, and if you are super organised and working well together, a WIP will be embraced early on to allow for feedback, clarification and breaking news that may impact the job at hand.
So how can we all get along? Like anything in advertising, a clear and concise process will deliver the best results. Regularly checking in on key business relationships, either between clients and agencies, agencies and agencies or just within the client organisation will help identify where the potentially fatal issues are festering and why.
The outcome is a forensic view of where relationships are currently breaking down, or where they have the potential to break down — allowing you to address them before they do.
In the former category I am speaking of moral courage and not the animal variety. And in the latter category I am speaking of competence, really. Competence and Confidence In a study of competence and confidence in The New York Times published a few years ago it was noted that in all of the case studies, and commensurate statistical compilations, competence and confidence had an inverse relationship.
And, as you would expect, when competence was exhibited at its highest levels, confidence, expressed and proclaimed, was at it lowest, in fact it was often denied entirely.
Client agency relationships in advertising: 4 Problems
Think about that for a minute. The more you actually know about a subject, the more you know how much there is to know. To be conscience that you are ignorant is a great step to knowledge. They always recognize talent when they see it. They always love honesty and truth.
They are tireless in discovery. They are loyal in every way. And their prospects for success are unlimited, so finding them at the beginning, middle, or at the end of their careers does not matter in the least.
- The Client/Agency Relationship is Everything
- Agency Relationships
- Client agency relationships in advertising: 4 problems that cause breakdowns
Finding them is all that matters. Sad to say, truly competent people are as rare as true leaders. By the way, competent people are nature leaders, too, but you have to talk them into it.
The Lost Art of Leadership by Bill Purdin In our current industrial modality of making money, the art of leadership may have become a forgotten concept, lost in the dust of lucre. When all you need to make money is a greed beyond all others, leadership becomes just aggression.
Slash and burn avarice in America is leaving a sad trail of social and cultural disasters, but who will accept responsibility? Here are some more concepts of the forgotten past of great leadership. Keep your agency informed, from sales to goal planning and company strategies.
Agencies need to know all the successes as well as the missteps. We serve as an extension of your marketing department and you need to trust that your agency has your best interest in mind, whether in branding or budgetary recommendations. Time is your friend: Great things come to those who are patient. When your agency asks for more time, grant them the ability to work through a proper solution.
Remember knee-jerk, band-aid solutions are just that, temporary and not intended to correct the issue long-term. Great agencies, in general, thrive by thinking outside the norm.
Truly great advertising that stands out has to be different. Successful client and agency relationships are built on trust and calculated risk — knowing full well not every outing to the plate will be a home run. Stand behind the work and fire up the troops: