by Judy Neer
15. July 2009 09:49
Trends in the marketing communications world can be unpredictable. One year, it’s all about integration and having one AOR. The next, specialist agencies (i.e. digital, media, direct marketing, etc.) are necessary to address the importance of specific needs.
So, it came as no surprise when I was recently asked “what is the best model of a client/agency partnership?” Is it full-service or specialists? Bundled or unbundled? And while my answer may not provide the clarity we would all wish for, the truth is there is no proverbial “one size fits all” solution.
For example:
- Client X has a cross-functional communications team with one centralized budget. They look to their agency to tell them how and where to spend the dollars. Client X may work best with a full-service agency.
- Client Y has a significant digital budget, a senior-level digital leader and an internal team that drives the strategy in the digital space. Chances are high that Client Y will likely want a digital agency.
- Client Z has a large internal marcom team that drives the brand in every way. They are only looking for an agency to come up with great creative. Client Z could work with many agencies on a project basis.
To add further proof to the fact there is no perfect solution, we have recently worked with two separate clients with diametrically opposite needs. One that had 8 different agency partners and wanted to bundle everything within one agency, and the other client had everything at one agency and wanted to unbundle.
I don’t think there will ever be a perfect solution. The good news is Pile can help clients of every size and complexity determine the right agency partner.
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