The Fragile Client Relationship
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The document discusses the fragile relationship between brands/marketers and their agencies/vendors. It notes that while brands are generally satisfied, they want new ideas and strategic thinking. They see agencies as sometimes being in a "rut" and disconnected. Agencies acknowledge weaknesses like being too comfortable and a lack of technical savvy. Both seek more collaboration and honesty to develop ideal, nimble partnerships that provide the best solutions through working together. The recap stresses the importance of partnering and agencies addressing weaknesses and redesigning themselves to meet future needs.
The Fragile Client Relationship
- 1. The Fragile Client RelationshipModerator: Neil Perry
- 4. Brand Feedback Consistent Agency / Vendor ThemesLooking for Strategic ThinkingWant CollaborationFinancial Concerns and Must See Clear ROIWant New Thinking; Fresh Ideas
- 5. Expressed Concerns / NeedsIntegration / Elimination of SilosManaging the Increased Needs from Channel GrowthSenior, Stable Agency LeadershipBest Pricing
- 6. Brands & MarketersGenerally Satisfied with Agencies / VendorsWant Thought LeadershipIncreasingly Seeking “The Next Big Idea”Shiny New ObjectsTime Compressed / Overwhelmed Internal Staff
- 8. My Agency RocksGets My BrandClear POVStrategic PartnersChallenge Each OtherIntegratedIdea Generation
- 10. Ideal PartnershipsBest Solutions Through Working TogetherHonestyNimbleFinancially FairCollaborating Partner
- 11. First QuestionsWhat are the barriers to developing effective partnerships with clients, or vendors?What have you done to overcome these barriers, and create a Collaborative Partnership?
- 12. Services, Attributes & Skills
- 13. Services, Attributes & SkillsNew Ideas / Best IdeasStake a CourseWalk In Our ShoesTool Selection and MatchesTechnical Innovators“Smart Creative”Thought Leadership
- 14. QuestionsWhat skills or attributes will you need to develop to succeed in today’s marketing environment?What / How can you make those changes happen?
- 16. Perceived Weaknesses“In a Rut”“Test the Waters”Fatigued, Too ComfortableLoss of DriveTech SavvyDisconnectedROI / Results
- 17. QuestionsWhat are the perceived, or real weaknesses in your organization that gets in the way of your client relationship?What can or are you doing to shore up those weaknesses and improve your partnership?
- 18. RecapAgencies Do Rock!The Critical Importance of PartneringEnhanced Skills and Attributes to Meet Future NeedsAddress and Correct WeaknessesIt is a Fragile Client RelationshipLet’s Redesign Ourselves!