Advertising, we have a problem. The agency industry is unlike any other. People in other industries don’t provide their would-be clients with “spec work” for free. So why are agencies expected to think for free when pitching for a new account? It’s a topic that strikes a chord throughout the industry with an ongoing debate over the question of should agencies be paid to pitch?
Client-agency success is centered around the importance of building a healthy relationship. The key to lasting success lies in working toward joint goals and mutual wins that drive business forward. It takes two to build an enduring and successful client-agency relationship, meaning the process requires effort from both the client and agency. There are countless ways in which both marketers and agencies can work together to build lasting partnerships.
If great relationships grow stronger over time, then why is it that the American Association of Advertising Agencies reports that approximately 650 agency reviews are conducted annually?
“The agency model is broken.” “Agency compensation is broken.” “Agencies must change or risk becoming defunct.” If you read the press, one might think the marcom industry is heading straight for Armageddon.