Maintaining advertising agency-client Relationship
When a customer selects an advertising agency to create his advertisement, the client-agency relationship begins. It goes on until the advertising firm offers him suitable services. A relationship like this should always be friendly. The two parties should have mutual respect, trust, and understanding. This is the case as creating a successful advertising campaign is the main goal shared by both parties.
- Mutual mistrust will be detrimental to both sides. As a result, it’s critical to preserve the following positive client-ad agency relationships:
- A cordial client-agency relationship depends on meaningful two-way communication.
- It is important for both sides to work extra hard to keep their friendly connection going.
- A give-and-take strategy is needed to maintain relationships throughout time.
Some important rules (categorised into three groups) to keep the client-agency relationship friendly in advertising are mentioned below:
- Suggestions for both parties (Client and Ad Agency).
- Guidelines for the Client (Advertiser), and
- Advice to the Advertising Agency.
Suggestions for a client and advertising agency to maintain their relations:
- There should be a mutual understanding between client and agency. Misunderstanding or confusion, if any, between the two parties, should be resolved quickly through direct talks.
- The agency should work sincerely and honestly to bring a success to the client’s ad campaign.
- Both parties should properly follow the terms and conditions of the contract.
- Good communication must be there between client and agency. Hence, regular meetings between them shall be arranged.
- Both should take necessary efforts to maintain their relations friendly.
Guidelines for the client to preserve relationship with advertising agency:
- Treat the ad agency with courtesy at all times and never hurt its ego.
- Provide all possible information about the product to be advertised and the organization. A well-informed ad agency will make better ads.
- Don’t unnecessarily bargain for the fees charged by the ad agency as this may affect the quality of work.
- Motivate the agency to do a good impactful work. Its charges such as media bills, fees and other costs must be paid well in time. The client should not wait for the ad agency to remind him about the payment dues.
- Don’t change the ad agency without a proper reason. If not satisfied, always first communicate your expectations and then wait for necessary changes to reflect.
- The client should approve the proposals submitted by the ad agency. He must avoid making petty arguments and only highlight those crucial relevant matters that needs attention.
- Give sufficient time to the agency to work on and develop an ad campaign. The client should not pressurize it to work quickly. He should avoid giving deadlines.
- Reduce disputes to a minimum.
- Finalize in advance the charges for a particular ad campaign.
Advice to the advertising agency to maintain good relationship with client:
- The advertising agency should do a smart and hard work to bring success to the client’s ad campaign.
- It should make a good advertising plan and must implement it efficiently and effectively. However, first it must get the approval from the client.
- It is the duty of the account executive of the agency to keep his customer happy and satisfied.
- It should not charge client unreasonably high rates.
- It should not make ads for client’s competitor.
- It should get all the information from the market that will help to create better ads.
- Discuss the ad fees with the client in advance to avoid disputes.
- Disclose to the client the names of the team members (employees) that are working on his ad campaign.
- Inform the client about changes, if any, happening within the agency.
- Never hurt client’s ego. Agency should always provide timely services to him and try its best to satisfy him.