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A letter to clients - formerly the most important people in advertising

@cmmed15381 we've all seen and heard the false promises and hand wavy notions from agencies telling us how much they care about and understand our customers, and who talk the talk but don't deliver on that promise. But please don't cast us all with the same aspersions. Agreed, there are still far more agencies in the market who act in this way, but some of us don't. Some of us have moved on, and stand by a model that is genuinely valuable and successful for both parties, and actually delivers on our promise of identifying tangible customer insight, so we have the foresight to create great experiences for our clients and the customers.

The key thing here isn't just partnership, as some have mentioned, but really understanding what a mutually valuable partnership involves and both client and agency committing to it. Only then can both parties really establish a 2 way relationship that benefits from the different sets of expertise both client and agency side bring. We both have our strengths and weaknesses, working together in an open agreed partnership is what creates incredibly powerful solutions.

@cmmed15381, plenty of us have worked both agency and client side, and experienced the 'vendor' based relationships you talk about. I took the opposite path from client side to agencies, for exactly that reason you describe, and because I felt it was a chance to do something about it. I'm proud to be part of an agency that doesn't participant in the whole hand wavy nonsense, but does great things, in great relationships with our clients. So bring it on, we'd happily welcome you into the family, to witness what seems to be a fairly unique way of working. Just say the word.

20 Nov 2012 - 18:22