Agency-brand relationships need empathy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2021, 5:05 AM GMT+0

Agencies must trust brands to support their creative thinking, ideas or solutions from day one to foster better agency-client relationships.

With brands building internal competences, creativity and innovation have been disrupted and the focus of agencies of record (AOR) has been restricted to efficiency. Innovating engagement strategies, approaching negotiations with a new mindset and making crucial shifts can help agencies enhance client-partner relationships.

Agencies could do well to assess their true expertise to personalise their offerings to build productive relationships with clients. Clients, however, must be specific about their requirements of agencies.

Craft a “Conditions of Partnership” document to be clear about the needs in contractual agreements to be protected against any untoward disagreement. Companies must do away with the roster of agencies and reward or incentivise “high creative standard.” Agencies must care and empathise with their client’s success to build successful client-agency relationships.

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