Relation to text This slide relates to material on pp. 90-92 of the text which discusses reasons why agencies lose clients. Summary Overview While many successful client-agency relationships last for years, long-term relationships are becoming less common. The various reasons an agency might lose clients are shown on this slide. Some of these are avoidable while others may be beyond the agency’s control. Use of this slide This slide can be used to show reasons why an agency can lose its clients. Understanding these problems can help agencies avoid them.
Relation to text This slide relates to material on pp. 92-93 in the text that discusses how agencies gain new clients. Summary Overview Competition for accounts in the agency business is intense. For most large agencies, most new business comes from clients who already have an agency but decide to change their relationships. Thus, agencies must constantly search and compete for new clients. Some of the ways they do this are through Referrals Solicitations Presentations Public relations efforts Image or reputation Use of this slide Gaining new business is very important to advertising agencies. This slide can be used to show the various ways an agency can gain new business.
Advertising agency is an independent organization that provides one or more specialized advertising and promotion related services to assist company in developing, preparing and executing there advertising and other promotional programmes
What is their attitude to costs? Will they save us money?
How will they relate to our media buying agency/other specialists?
How important to them will our account be? Will we be one of their larger accounts, or simply a small fish in a very large pool?
Will they fit with our ways of working? Are they willing and able to be business partners, or will they simply be suppliers? (This depends – of course – on how we see our own style of dealing with agencies)