Good feedback from a friend at Crispin Porter + Bogusky. They are doing some of the more interesting creative in the market today, particularly the Burger King and Sprite campaigns.
Totally agree on the importance of building a partnership vs a vendor relationship. It's too easy in the corporate world to let procurement run the agency relationship. Procurement has an important role to play, but Marketing needs to own the relationship once a selection has been made. Will be very exciting to watch Dell's new agency strategy unfold as it embraces the idea below.
"As an agency person, I seek out clients who treat my agency team as a valued PARTNER vs. a vendor. To me, a vendor is more of a short-term relationship. Partners are more vested in the business because they feel like they are a valued part of the team. Vendor is like a dirty word to me. It seems harsh and impersonal...almost like an insult.
Communication with an agency is key. It's hard to bring value to a client's business if an agency partner is only looped on tactical projects and isn't looped in on larger business goals and objectives.
A good agency challenges its clients on a regular basis. It's not always the most pleasant experience but the client should choose an agency that will help them push their limits. It takes a lot of trust and a few leaps of faith, but it should be worth it in the end if you have the right agency."
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