Achieving the maximum potential within a marketer/agency partnership – what does it take?
Understanding client/agency relationships is just the tip of the iceberg, writes Johanna McDowell, CEO of the Independent Agency Search & Selection Co (IAS) and SCOPEN partner – it’s managing them that is the recipe for success. Johanna’s grasp of the relationship dynamics is also why IAS is the sponsor of the FM AdFocus Partnership of the Year Award.
There’s much to be said for long-term partnerships between marketers and their creative and media agencies. Understanding each other’s roles, requirements and journey into a successful future takes time and the perception that comes with it.
Like the partner who knows just when to bring a bunch or flowers home or run your bath for you, good relationships are not all about the initial glow. They have their rough patches and each party may want to stick doggedly to what they feel is right in a particular campaign...