by Judy Neer
26. August 2009 05:03
In cases when a client is looking for a “one stop shop” solution (and they aren’t always, see “Agency Solution: Bundle or Unbundle”, July 15) many clients understand that their potential partner may not have every single criteria and expertise under their roof. Clients are often very open to an agency having a strategic alliance with an outside firm, as long as it’s seamless to them.
From the agency’s perspective if they don’t have the depth of expertise in a given area, they want to find the best possible partner that will help them win the business. Often forgetting a critical criterion for a strategic alliance, which is having an established relationship with the agency. Our clients find it imperative in terms of assessing the success of the partnership.
We therefore advise agencies to partner with agencies it has worked with before and where it can provide relevant cases and examples to the client. The ability to work together as a team and have the right chemistry is essential. The client is looking for a single solution, which are the means as well as the end. If you haven’t tested the waters to make sure your agency and partner work well and effortlessly together, maybe you need to look for another partner or another piece of business.
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