Great Relationships

Community Thoughts on Great Relationships...

1. 1.

   Co-creation Is Key to a Successful Agency-Client Relationship by Matt Eastwood via AdWeek “The Old World creative model of the “black box”—where you just submit a brief to the box and then come back four weeks later to watch the creative idea emerge from the other side—is over and frankly detrimental to the client-agency relationship. The process of development is as important as the idea itself.”

2. 2.	The State of the Agency-Client Relationship by SoDA Report via SoDA Report In the latest SoDA report, clients ranked “strategic leadership and marketing creativity” as the top two traits that they value most in agency relationships.

3. 3.	Revealing The Naked Truth Behind the Agency-Client Relationship by Rae Ann Fera via FastCo Create “Where 88% of clients claim to speak their mind freely, only 36% of agency partners agree. Where 90% of agencies say they truly understand their clients’ business, only 65% of other-halves agree.”

4. 4.

   Advice for Creating a Beautiful Agency-Client Relationship by Beth Negus Viveiros and Patricia Odell via Chief Marketer “Agencies would like to see clients share data more rigorously, like sales information and consumer behavioral data to get a more complete view of the business. That would sharpen the focus on strategic marketing decisions from concept to execution.”

5. 5.

   The Top Five Behaviors That Foster A Strong Client-Agency Relationship by Kyle Varian via Command Partners “Clients and agencies are experts in their respective fields, and they should treat each other as equals. The foundation of a healthy client-agency relationship is built on mutual respect, and trusting that the efforts put forth by both parties is in the best interest for all those involved.”