Bridging the Agency-Client Relationship

For whatever reason, there is – and has always been – a massive divide between clients and agencies. Creatives and brand managers don’t just sit on the opposite sides of the table in boardrooms, they sit miles apart in terms of expectations, ideologies and understanding of each other’s roles.

Brand managers are unable to harness and direct creative efforts just as creatives are unable to understand the many practicalities, restrictions and real-world risks that come with managing a brand. The solution is teamwork. The best results come when the lines between the agency and client are blurred; when an agency becomes as involved in brand management as a client becomes in brainstorming and ideation.

Brand managers should be as involved in the creative process just as creatives should involved in understanding the dynamics of budget allocation, marketing strategies, and target audiences.

Agencies should spend less time working in isolation and more time working alongside brand managers to understand the brand from its core instead of from a brief – that is of course, when time and resources allow that to happen.

Further reading:

 

Published by Babar Khan Javed

Babar Khan Javed started his corporate career in 2011 with the co-creation of a social media agency called Sociality 360, which he (and his partner) sold to Pakistan's largest traditional advertising within 15 months of formation. Since then he has structured deals in the form of mergers & acquisitions for a number of digital and internet based companies & start-ups. In 2014, he became the first Pakistani to be nominated for Deloitte's Pro Bono Champion (organized by Points of Light) for his entrepreneurship development work via INJAZ in Pakistan. As of today (July 2015), Babar is a freelance business journalist with his work featured in Express Tribune, WARC's Market Leader, CMO Council's PeerSphere and ALM's Consulting Magazine. He is also a high level member on the advisory board for "Green & White" an advertising technology firm that grants contextual relevance for English and Urdu medium digital publishers. He is currently seeking out start-up CEO's to assist in their top & bottom line results & goals, and can be reached on babarkj@gmail.com for further inquiry.

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