Client/Agency Relationship for Agency
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There are a few words that come to mind when we define a positive
client-agency relationship. "Trust" is one word that comes to mind. A
client has to trust that the agency will interepret and execute an
assingment that provides the necessary results. "Judgement" is another
defining word. The agency has to display good judgement in creating
programs that work with the clients' brand and personality. Above all,
the elusive "chemistry" must be in the relationship so that each party
can speak openly and honestly so that great ideas can blossom.
Clients play a substantial role in setting the tone and standards for
the relationship. They should demand the very best from the agency, and
at the same time, allow the agency to become a true marketing partner.
Clients who provide solid direction and information, supported by the
very top management, seem to get the agency's best work. Not
surpsingly then, it all boils down to communications. Good and honest
communication on the part of all parties always seems to produce a
great client-agency relationship.