By: Marija Ilić, Group Account Manager, Direct Media Srbija
Numerous debates, conferences, and surveys by renowned research companies over the last five years have been dealing with the agency-client relations. The question is whether there is really a need for these analyzes, why is this imposed as such an important issue, why is this something that is talked about, or hushed, and why now? Probably because there is tension on both sides, followed by an obvious transition from highly specialized agencies to a new super model of an agency – the agency for a new era of marketing.
Almost all the relevant research shows that agencies today more often than before say: “There are more and more pitches, procurement is increasingly common in relations with agencies, constantly driving down prices, we are not adequately paid for the work we do, clients are increasingly demanding, for less money they expect more results, fragmentation of strategies means that more people are involved, which leads to widespread mistrust, we never get a good brief, they are unwilling to take a risk and try something new …” On the other hand, according to research from the clients side, one can hear: “Agencies don’t understand our business, they aren’t committed to the development of the brand, we always get the same, never anything new, they aren’t innovative enough, they don’t follow trends, they don’t understand our needs …”
Do we really need to step into someone else’s shoes in order to know how uncomfortable they are?! There are great challenges on both sides, but, again, we come back to the fact that only together can we come to a model of collaboration that will bring us success, and not only that, but also satisfaction.
In this new era of marketing, transition goes towards creating a completely new architecture of relations, where client will not only send a brief and expect to get the final product, but will take part in its creation, together with the agency. The agency and the client will be the team. Agencies will no longer sell products and strategies based on a media mix, but will sell experience to consumers. This means they will have to further develop the models for monitoring and analyzing the data from which clear and precise insights will come, making in parallel new KPIs, because Like, Share and Reach ar gradually losing value in our industry as well. They need to turn to new technologies, to be much more precise and annalistic, so they could create the desired brand image in the mind and the heart of the consumer – and this must not be done on gut feeling or experience. And they must do it very quickly, because everything happens in real time. Clients will, in turn, be more willing to pay higher fees and have a higher initial cost, in order to get more accurate and understandable insights, thus ultimately ensuring themselves greater value.
More specifically, to have a satisfied client and a long-term cooperation, it’s no longer enough to make plans, reports, meet deadlines, have the best prices. You must give them the Word Class Marketing and thus become partners, because your success is interconnected.
Realistically looking, you do have much in common: a family that loves you, friends you hang out with, the desire to be successful at work, to leave the office at the end of the day with a smile on your face … These are people, not just “clients”, and with them you need to develop relations of trust (in this you can never overdo it), to share information, communicate (you will never bore them), always evaluate the existing collaboration and be able to offer something more and go a step further. The return of satisfaction in daily work is what everyone is missing, both agencies and clients. In order to go a step further, it is necessary to bring an enormous amount of joy, enthusiasm, positive energy and relaxation in the relationship.
My experience tells me that the best projects and the best results came from teamwork, which grew from enthusiasm into partnership. That’s why we’re successful. That’s why we love our job, and that’s why we always have good atmosphere when we work together.
