According to a resent ISBA presentation by Aprais, a client/agency relationship specialist, “Successful marketing clients:
- are professional, disciplined, well organised
- understand and respect their agencies’ contributions
- know what they want, are demanding
- are committed to quality, expect to pay for it
- are honest and fair
- regard their agencies as partners, not just suppliers”
Recognising that not all clients are created equal, we always encourage agencies which are shortlisted for our clients’ briefs to be equally as selective as clients in making a choice at every stage of the pitch process. And while most of us who have worked in the industry for a while would self-volunteer most of these aspects if asked to describe the perfect client, perhaps it’s worth at least this brief reminder of those aspects which are markers for the most successful client-side marketers.
If you’re a UK marketing agency and haven’t yet registered for our database. What are you waiting for?! It’s easy….we promise.
