Future-proof your agency — what clients will want now
When we eventually come out of this lockdown, consumers and brands will behave differently and communications agencies need to be ready to adjust to this different world. Here are some key issues currently facing clients, and how agencies will need to respond. For eight years,…
Brands need a higher purpose [Trends 2015]
“Today consumers want meaning and value.” Everyone is looking for meaning and fulfilment. Today, consumers want meaning and value that go beyond products and services. Consumers have developed a buying conscience and seek brands that vindicate their purchasing decision. Everyone is looking for more fulfilment…
Building Strong Client-Agency Relationships
Judy Neer, CEO of the Pile Group, recently asked in AdAge why an industry founded on the principles of good communications is so reluctant to engage in regular professional assessment of its service relationships. Given her own search firm has the most to gain…
When is a supplier a partner?
Many service providers like to think of themselves as partners with their clients but all too often they’re self-deluded. In the client’s eyes, they are still suppliers. Why? Because the right to call yourself a partner is not something that comes the moment you win…