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.
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