Sustaining a successful client / agency relationship is a shared endeavor. Neither just the Client or Agency can exert all effort. In our experience, strong and productive relationships have some characteristics that we try to foster with all our clients, as well as gauge with our with our potentail clients:
1. A Spirit of Partnership that is characterized by an atmosphere of trust and respect. Mutual facilitation of an environment of friendship and collaboration.
2. Opportunities provided by Client and pursued by Agency to be totally absorbed in the Client’s product, people and culture.
3. Creation of an atmosphere and culture of experimentation. Nothing predicts mediocrity in advertising so precisely as a risk-aversion environment.
4. Clear objectives, and expectations defined and agreed to.
5. Honest and periodic evaluations of the relationship.
How do you define your client’s success?
Success is ultimately defined by the performance of client’s sales and growth: ability to grow market share, increase revenues, and expand products, services, and distribution networks.
Sunday, September 21, 2008
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