’Way back in my salad days, a veteran copywriter observed: “It takes a good agency and a good client to do great advertising.” Looking back nearly thirty years later, I can recall no instance in which his assertion has not held true.
The good clients are those who inevitably enjoy their agency’s best efforts because of their own contributions to the client/agency relationship. Size of budget and nature of product are relatively unimportant factors. Clients who really turn their agencies on can be identified by the following traits of their “modus operandi:”
- Objectives assigned to the communications program are logical, attainable, clearly stated, and appropriately funded.
- The agency is granted full access to all information available – the weaknesses as well as the strengths of product line, the nuances, as well as the essence of the marketing plan.
- Divisions of labor are stipulated and observed. The agency creates, the client critiques – both functions remaining in harmony with the goal of providing superior communications to the marketplace.
- The agency is considered an integral part of the marketing team – a full partner in facing the challenge of helping the company grow and prosper.
- The client expects good work, accepts it when delivered, and respects it as value resulting from a solid relationship.
Work on projects for such clients becomes choice assignments within the agency, spurring creative types to extended effort and assuring bonus impact for the communications budget.
We have some very good clients. And the pleasure of working with them is reflected in the effectiveness of their communications programs.
Long may they triumph over their competitors!