Client/Agency Relationship for Agency
03-1033068-226

A client agency relationship is often more about matching
philosophically, and team chemistry, than it is about “can you do the
job.” We tend to believe there are many agencies qualified to do a job
– and you probably have spoken to several who can meet your needs. It
is interesting our client partners hire us to maintain our
individuality and provide true unbiased perspective, yet we desire to
be so integrated into the fiber of the client business in a way that
makes our hearts race when theirs race.

Booker Washington described it “... be as separate as the fingers, yet
one as the hand in all things essential to mutual progress.”

We have a strong commitment to business partnerships with all our
clients. We work hard, think hard and try hard to build a unique plan
of action for each client to meet their unique challenge. We would be
delighted to work on this assignment.
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Our agency has partnered with us to create award winning campaigns that
have actually made a difference for us years after the completion of
the campaign. They have helped us create an advertising legacy to which
all future campaigns by this organization will be compared.

Dave Harrell
Blue Cross and Blue Shield of North Carolina
Director of Advertising
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Lastly, our expectations of the Client.

1. Communicate.
An agency is only as good as the information it gets. Tell us the good,
the bad and the truth. No matter how much experience we have, guessing
is guessing, and we will not always be correct when we guess.

2. Be a partner.
You are the Client. And ultimately your word is the final word (because
it is your money). But agencies do impossible things for Clients who
treat them like true partners. We’ll debate, we’ll argue, we’ll be
grumpy with each other every once in awhile, but we all have the same
goal in mind – business success. And you hired us to do something you
didn’t believe you could do. So treat us like a partner.

3. Be fair.
Maybe this should have been “be open minded” but suffice it to say we
are not evil and we don’t purposely have bad intentions. When we do
something we usually have a good reason on why we did it (and it would
be nice for you to stop and listen to it). And we make mistakes on
occasion. Not on purpose but because they sometimes happen. Just be
fair.

4. Be tough.
If it is not right in your eyes, then it is not right until we have
convinced you it is (or you have convinced us otherwise). Sure. You
hired us to be the experts in what we do, but you are an expert in what
you do. Don’t compromise. Don’t settle for “good” because good is the
largest enemy of “great.” Be a tough grader. This is business. And we
are all about doing whatever is best to drive the best results.

5. Have fun.
Laugh a little. Okay. Laugh a lot. This is marketing for God’s sake.