Ad Agency's must be proactive ... not reactive.
I read today that an ad agency is suing a charity because they chose to work with additional firms.
Client-side companies should be free to work with whomever they want. Competition is good for most companies and keeps everone on their toes.
Agencies make their money being on retainer - based on a commitment from the client. However, the market is has changed and will continue to do so.
Client companies want to test out new waters constantly. Turnover of management brings in new relationships and often takes out old one's. And ultimately, results are paramount and cost-containment is a close-second.
Simply locking-in a client is a short-sighted move. They may want out - or to simply test new waters additionally - and it's probably for various reasons within the scope of regular everyday business. But give them results, and cost-effective tactics, and they'll have no choice but to stay.
It won't be long before all ad agencies are working on a results-only basis. Better to be ahead of the curve than behind it - wondering why everyone's trying to get out of your contracts.
Back
Client-side companies should be free to work with whomever they want. Competition is good for most companies and keeps everone on their toes.
Agencies make their money being on retainer - based on a commitment from the client. However, the market is has changed and will continue to do so.
Client companies want to test out new waters constantly. Turnover of management brings in new relationships and often takes out old one's. And ultimately, results are paramount and cost-containment is a close-second.
Simply locking-in a client is a short-sighted move. They may want out - or to simply test new waters additionally - and it's probably for various reasons within the scope of regular everyday business. But give them results, and cost-effective tactics, and they'll have no choice but to stay.
It won't be long before all ad agencies are working on a results-only basis. Better to be ahead of the curve than behind it - wondering why everyone's trying to get out of your contracts.
Back