Being The Text of the Lecture Delivered at the Pan African University. Lekki, Lagos, NIGERIA

1. Effective Clients Relationship Management
Being The Text of the Lecture Delivered at the
Pan African University. Lekki, Lagos, NIGERIA
‘Lolu Akinwunmi, frpa
Group CEO
Prima Garnet Africa
Tuesday, August 22 2017

2. Course Outline
• Understanding Business Relationship
• Values of an effective Manager within the context
• Managing a challenging Client
• Communication tools for a healthy relationship
• Importance of (an) informal relationship in (a) formal setting

3. Understanding A Business Relationship
• Business relationship within our context refers to the Client / Agency
relationship
• Often misunderstood, and often badly managed, usually with
disastrous effects on the brand(s), when neither party fully
understands the roles and expectations from the other
• Its been the key source of high casualty rate within the ad agency
business, and frustrations within the Client environment
• What ought to be a serious affair has been reduced to an informal,
man-know-man device, a critical relationship which should be built
and nurtured with care

4. Introduction
• Ad business comprises two main groups; the CLIENT and the
AGENCY
• Fundamental to the relationship are the tasks of planning,
budgeting, coordination, administration with other resources, all on
behalf of the client
• Agencies are classified by the range of services offered and the
type of businesses handled, i.e. FULL SERVICE and HOT SHOPS
(a la carte)
• Agency staff are usually involved in research, planning, creative
services, traffic, media, brand management, new business
development, admin etc.

5. Introduction…/2
• Agencies may charge fees or retainers, receive
commissions from the media, or mark up outside purchases
and productions for jobs done on behalf of the client
• Most agencies get the bulk of the business through referrals,
jobs done for other clients, solicitation, invitations etc.
• Clients’ ad operations are classified into two categories:
CENTRALISED and DECENTRALISED operations
• CENTRALISED may be structured by brands, by sub
function, end user, or by geography

6. Introduction…/3
• Decentralisation is typical of large organisations with many
divisions, subsidiaries, brands etc.
• Some client ad depts. are responsible for productions, media
placement, and other marketing support activities, with some
developing in-house agencies (a la Levers InterNaTional
Advertising Services), hoping to save some money by keeping the
agency commission; they save money, but lose creativity!
• The client / agency relationship goes through many stages, and
many factors affect it. We will be looking at some of them.

7. Stages in the Client / Agency Relationship…1
• Just as people and products have life cycles, so do relationships. In
the Client / Agency relationship, there are 4 definitive stages.
#1: The Pre-relationship Stage

8. Stages in the Client / Agency Relationship …2
#2: The Development Stage

9. Stages in the Client / Agency Relationship …3
• #3: The Maintenance Stage

10. Stages in the Client / Agency Relationship …4
• #4: The Termination Stage

11. Factors Affecting the Client / Agency
Relationship…1
Chemistry
• A critical factor. Good chemistry can create opportunities, and
weather storms
• Poor chemistry creates challenges where none existed, and affects
the quality of work
• Agencies are often conscious of this and will do most things to
nurture and sustain this chemistry

12. Factors Affecting the Client / Agency
Relationship…2
Communication
• Poor communication can lead to misunderstandings of objectives,
strategies and tactics. Verbal. Non verbal.
• Poor communication makes the work process inefficient, and
ultimately hurts the end product
• Constant and open communication is the key to the understanding
and mutual respect essential to a good relationship
• Yet it is not achieved most times due to poor systems, poor
discipline, poor attitudes etc. on both sides

13. Factors Affecting the Client / Agency
Relationship…3
Conduct
• Conduct (both the work process and the work product) should include
what both parties do, although dissatisfaction with the agency is often
cited reason for a switch
• Does the Client give timely, accurate information to the agency? Does
the Agency understand the Client’s business and offer realistic
alternatives? Does the work measure up to the Client’s subjective idea
of “good” advertising? Does the Client appreciate good work when
presented? Are invoices paid on time with minimum rancour? Does
the Agency enjoy creative liberty? Does the agency exercise
leadership? Is the agency disciplined? Timing etc.?

14. Factors Affecting the Client / Agency
Relationship…4
Change
• A constant in all relationships
• Some changes may damage an otherwise good relationship: client’s
market position may change due to stiff competition; client policy may
change; a new team may want its own new team;
• Agency may lose core creative personnel
• Conflicts may arise as a result of mega deals resulting in conflicting
business
• Changes are unavoidable, but they can be well managed

15. Tools for a healthy relationship…1
Set the terms of the
relationship
through an agreement

16. Tools for a healthy relationship…2
Agree a formal payment
mode and pattern, and
ensure client complies

17. Tools for a healthy relationship…3
Introduce a structure and
formalise the contract

18. Tools for a healthy relationship…4
Always formally agree budgets,
and stick to them

19. What The Good Agency Should Do
• Be knowledgeable
• Be proactive

20. Managing A Difficult Client
• Why is the client difficult?
• Can the reason for the difficulty be managed effectively by
the agency?
• If not, what are the available options?

21. Checklist For Ways To Be A Better Client…1
• Always look for the BIG idea in the
agency’s proposals by concentrating
on positioning and brand personality;
many brands have neither
• When you have agreed a positioning,
STICK WITH IT!

22. Checklist For Ways To Be A Better Client …2
• Learn the art of conducting a
creative meeting, and deal
with the important issues first:
strategy, consumer benefits etc

23. Checklist For Ways To Be A Better Client …3
•Cultivate honesty by always telling
your agency the truth.
Make sure your advertising is
truthful, and also implies the truth

24. Checklist For Ways To Be A Better Client …4
• Be enthusiastic. If you like the
stuff from the agency, applaud
them; its tonic to their bones

25. Checklist For Ways To Be A Better Client …5
• Be frank if you don’t like it;
• but give the reasons

26. Checklist For Ways To Be A Better Client …6
• Be human, and treat your
agency like people

27. Checklist For Ways To Be A Better Client …7
• Be willing to admit when you
are not sure; bravado does
not solve problems!

28. Checklist For Ways To Be A Better Client …8
• Insist on creative discipline

29. Checklist For Ways To Be A Better Client …9
• Share as much information with the agency as possible
• Keep the agency very involved in your business by telling
them all that’s happening: the good and the bad

30. Checklist For Ways To Be A Better Client …10
• Make the agency feel responsible by being a team leader,
and not a nitpicker. Tell them what you think is wrong, not
how to fix it

31. Checklist For Ways To Be A Better Client …11
• Don’t be afraid to ask for great advertising by letting your
agency know you have confidence in them to deliver
excellent stuff.
• Allow them to try new directions, and even (manageable)
risks!

32. Checklist For Ways To Be A Better Client …12
• Set objectives if you expect
action and results

33. Checklist For Ways To Be A Better Client …13
•Switch people, and not agencies if there are challenges on the
account.
•Ask for fresh people from the agency. A fresh input may bring
the spark, and help continuity

34. Checklist For Ways To Be A Better Client …14
• Be sure the agency makes a profit on your account; don’t be
short-sighted and selfish. In a good relationship, as the client
grows, the agency should too!

35. Checklist For Ways To Be A Better Client …15
• Avoid insularity; as much as
possible, mix with the agency
people and encourage bonding

36. Checklist For Ways To Be A Better Client …16
• Be a caring client, and not necessarily an easy client.
Agencies do their best works with clients they feel good
about.

37. Checklist For Ways To Be A Better Client …17
• Occasionally suggest informal
work sessions with the agency,
where open dialogue can thrive.
Allow the agency to air their views

38. Checklist For Ways To Be A Better Client …18
• Set ethical standards and
stick to them

39. Questions
Comments
Disagreements