'Brands today need a different approach' - The RAR's second Together Works book explores client/agency relationships
Understanding client/agency relationships continues to be at the heart of the Recommended Agency Register (RAR)’s second book, in the Together Works series, Among other trends the book found that ‘well-established’ companies were still struggling despite having huge resources, according to managing director Steve Antoniewicz.
Discussing the book he has co-written with journalist Cat Turner, Antoniewicz explained: "The purpose of the project is to try understand why is it that some brands succeed in getting great value from their agencies and others do not.
“Much of what we've found to be the 'secrets' to successful relationships are good old fashioned themes so it's amazing to see so many well-established companies with huge marketing resources struggle.”
He also speculated that it was easier for agencies to build close relationships with smaller brands with ‘flatter structures’, citing Krow and DFS as an example of one featured within the publication.
“But there are some stellar examples from huge organisations such as Diageo, L’Oreal and Unilever who have managed outstanding results from agency partners over short and long term,” he added.
“It’s very clear that brands today need a different approach and model from their agency partners. That theme has been developing over the last few years and it’s a topic that continues to resonate. Keith Weed from Unilever suggested recently that relationships with agencies must go beyond simple collaboration and many agencies are already working that way very successfully with their clients,” continued, Antoniewicz.
The book comprises stories from brands including L’Oreal, DFS, Diageo, YOTEL, comparethemarket, PG Tips and Mothercare. Each chapter tells a different story of collaboration and features commentary from leading agencies across the spectrum of marketing including Havas, Krow, JKR and McCann Worldwide.
Turner added: “It’s clear from the stories in Together Works that those who get it right are those who marry the new opportunities that tech and digital bring with good old-fashioned client service, creativity and a real commitment to the consumer.
“Now as before, those that ‘win’ in this world are those who communicate the core brand truths transparently to their target audience through both product and media – old, new and emerging – in a way that resonates."
Copies of Together Works can be bought through The Drum Store.