by Carl Cardinelli. Am I the only one who feels as if our industry is being held at ransom?
Tag archives: agency-client relationships
The Switch: How many briefs does it take to light up the sky?
by Alistair Mokoena. Who is responsible for writing briefs?
The Switch: Client-agency courtship should be a daily thing
by Alistair Mokoena (@AlistairMokoena) The bulk of issues experienced in client-agency relationships is not about the work; it is about relationship management. Yet you will hear many people say, “Just sort out the work and the relationship will be fine.” This is not true.
The Switch: Fortune favours the prepared
by Alistair Mokoena (@AlistairMokoena) There’s nothing better than trust from clients. When they trust your opinion and judgment, they let you decide what great creative looks like. They let you do brave work, and they follow your lead when it comes to proactive work.
The Switch: Towards a yes-yes relationship
by Alistair Mokoena (@AlistairMokoena) What would happen if both clients and agencies were more instinctively inclined to say “yes” instead of “no”? Would clients end up with poor work? Would agencies end up financially ruined? I don’t think so. Saying yes doesn’t make you weak or easy. Saying yes makes you a willing and enabling partner.
The Ad Exec: The diminishing returns of pitch culture
by Tom Fels (@thomasfels) I was astounded to see the launch of a new pitch app in the Netherlands — built by an agency — that assists clients to select a roster of prospective agencies. To my mind, it is an accelerator of a type of pitch culture in which clients are trading multiple agencies’ time, expertise and energy for short-term gain.
The Switch: Passion’s role in advertising
by Alistair Mokoena (@AlistairMokoena) Every agency claims to be a collection of passionate creative souls. Every client claims to be passionate about its brands. Agency-performance contracts stipulate that agencies must show passion for client business, brands and services. But nowhere have I come across an explanation for what it means to be passionate.
eBay intensifies Gumtree SA investment
by Herman Manson (@marklives) Claire Cobbledick has moved out of the adland bubble and on to client side. Formerly the MD at storied Cape Town agency The Jupiter Drawing Room, she now reports to eBay as head of marketing for its Gumtree SA classifieds brand. This has resulted in a shift in her understanding of client/agency relationships.
Fair Exchange: Equal benefits
by Erna George. January is usually when we all consider how we’d like to do things differently in 2014. But, before we start planning the year ahead, evaluating the year behind us is key.
The Switch: Give your Loerie to your client and other love lessons
by Alistair Mokoena (@AlistairMokoena) As an advertising professional, what is your love language and do you know your clients’ love languages? Are you treating your clients the way they’d like to be treated or do you default to how you’d like to be treated?