If someone had told me I’d be writing about agencies struggling with digital channels in 2018, I’m not sure I would’ve believed them. Digital isn’t new anymore. Most agencies have figured it out. But when asked why clients are looking for new agencies, one of the reasons is digital content.
In one of our recent creative reviews, a finalist agency took great care in walking the client through their customer’s brand journey. They meticulously outlined how the brand would meet the customer “where they are.” They mapped out every channel. They showed scores of executions.
Between P&G issuing ultimatums around digital media, transparency and accountability and the one-year anniversary of the ANA Media Transparency Report, every client is now asking...
How’s your relationship? This is the question I would ask any agency worried, or wondering if they should start worrying, about the rise of consultancies as advertising partners.
The client-agency relationship is a funny thing. On the one hand, you have a uniquely close partnership predicated on trust, common ground and shared goals. On the other, you have a tenuous, fickle arrangement fraught with questions. And for a while, “questions” were viewed as the enemy of the client-agency relationship. If a client was asking questions, it meant something was wrong.
Does anyone really want to be the incumbent in a review? Meghan shares six ways agencies can keep their client relationships in good stead, and maybe even keep themselves out of a review.
Believe it or not, we’re asked quite often about whether or not holding companies are important to clients in a review process. The truth is many clients ask about, but don't really consider, the holding company when selecting a new agency partner.
An interesting POV came up in one of my meetings last week. An agency shared that they no longer say "the big idea" to refer to the crux of a concept. Their feeling was that big ideas don't have to be "big" anymore. A new logo, a change to packaging, a digital video-- while tactically small-- have all constituted big ideas that drove business results for their clients.
I'm often asked what our marketing clients are focused on, particularly as we near the end of one year and embark on planning for the next.
I just returned from the Mirren Conference, where I was thrilled to facilitate a discussion group on best practices for new business pitches as well as participate in a panel discussion on pay-for-performance compensation models.
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