From.. Digital Agency Expert “With over 300 client interviews under our belt we know we’re in a good position to share the top 4 common factors in great client/agency relationships, from the view point of the client…”
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HONESTY
Yes it’s seems obvious, we expect it from our wives, husbands, children, friends and colleagues. Why should clients expect anything less from their agencies? But various clients have shared incredible stories with us about over promising and sycophantic behaviour from their agencies, inspiration for this video . If you think a client idea won’t work be honest and have the guts to front up – they will appreciate it – eventually. If you can’t deliver explain why and be upfront, if you’re asked to pitch to their competitor, tell them (we’ve heard a few horrors when agencies haven’t). Ok you get the idea on honesty, next…
KNOW THEIR BUSINESS
This is really about being a partner and caring about their business – because it is YOURS too. This isn’t about over servicing a client, but understanding their seasonality, supply chain, finance and project management processes, OK so you’re not necessarily going to get this information up front but once you’ve started working with them and proved yourself – you shouldn’t be afraid to ask – this information will help you become a more valued partner.
NO FLUFF
We in the marketing fraternity have been accused in business more than most functions of creating spin and fluff. We are not talking about removing the increablie skill of creating intangible value – so eloquently explained by Rory Sutherland in this barnstorming TEDs talk, but rather filling up endless powerpoint presentations with unhelpful management speak to cloak and mirror our skills , services and solutions into language others can’t appreciate or understand.
NO FLUFF goes hand in hand with HONESTY and is highly appreciated by all clients…
PRO-ACTIVE, going the extra mile…
On several interviews we’ve profiled work that has been proposed by the agencies themselves to the client i.e. work that did not come from a brief but a deep understanding of the key business objectives facing the client. We’re not talking about over servicing a client but that ability to really get under the skin of your clients business and create innovative ways of solving those problems using your agencies skills…
I’m sure there are various other factors we could have added to this list, but these 4 come up again and again…