Hilmi's Assessment Brief 2

Client & Agency RelationshipsWhat do clients have to say about that? Hilmi R.

AgencyRules

Who?Clients are the people who provide the business to agencies.Their sole purpose of utilising an agency: Sell me or myproduct well.

Who 2.0?Agencies are responsible in getting what the client wants(and sometimes more) within budget* and expectations. *if any

Clients look for value in their investment.

Interest

An agency’s job is tomake things happenfor the client. The team that’s been put to handle the account would need to have a high interest in the client and their product.

Relationships? Yes.

Do youtrust him? A client needs to know that they can trust the agency that they’ve invested in. Transparency and trust are the key factors to making an advertising campaign successful.

Reliability

The client needs to knowif the agency can performas promised. Being nice helps. Clients get really annoyed when an agency prides itself a little too much.

Case ReferenceThe relationship between BBH and one of its foundingclients is understood to have deteriorated in recenttimes, as the agency struggled to get its creativeideas through to production. (Brand Republic, July 2010)

Involvement

“Clients should bea part of theprocess anddevelopment.” Stuart Blake, Senior Copywriter*Involving the clients would mean that they’ve got a part to play in THEIR product or brand.If they are involved in the process, there’s a higher chance that they’ll understand theconcepts or strategies that the agency comes up with. *a mentor at the SCA2.0

Talent(s)

Talents are theagency’s ammo.A client would only invest in an agencyif they know that the cream of the cropsare will be working on THEIR brand.

Clients will always be impressedwith an agency that surprises themwith initiatives that would gettheir brands on top of the world.Why?It shows they care.

Support

Clients appreciate the supportthat agencies give them.This can come in 3 stages:Pre Current Post Prior to execution of After run-time, clients any campaign, clients would appreciate the would appreciate it if support in terms of they were updated on follow-ups, extensions what’s happening and and maybe MORE ideas what’ll happen. to BOOM the campaign.

Clients (and agencies) also appreciatefavours from each other.The networking that’s been createdis priceless.(some may come with a BIG price tag)

Appreciation

Finally, clients appreciate it if they feel like they are well taken care of. Hospitality counts more than anything.

Hilmi R.

Hilmi's Assessment Brief 2

by hilmiramlan on May 20, 2011

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Hilmi’s Assessment Brief 2 — Presentation Transcript