Today, an intern asked a great question: "What makes for a great client?" I had to give that some thought. Most agencies are dedicated to doing great work. If you want to be a great client treat your agency as a partner. The success of any marketing program depends upon the client accepting the agency as a business partner, not simply a vendor-for-hire. This includes giving agency account people and strategists a seat at the client’s table during important meetings and trusting agency counsel when it’s given. The account service team should function as an extension of the client’s own staff. As an external organization, the agency provides a perspective that may not be available internally, so clients need to listen carefully. Allow your agency to push back if they think you are heading the wrong direction. Protecting your marketing efforts, brand and image is their job. Allow them to work on your behalf.
Posted on: Thu, 26 Sep 2013 22:31:30 +0000