the fragile client relationship

The Fragile Client RelationshipThe Fragile Client Relationship

Moderator: Neil PerryModerator: Neil Perry

Neil A. Perry

Marketer Only Meetings

Brand Feedback• Consistent Agency / Vendor Themes

– Looking for Strategic Thinking– Want Collaboration– Financial Concerns and Must See Clear ROI– Want New Thinking; Fresh Ideas

Expressed Concerns / Needs• Integration / Elimination of Silos• Managing the Increased Needs from

Channel Growth• Senior, Stable Agency Leadership• Best Pricing

Brands & Marketers• Generally Satisfied with Agencies / Vendors• Want Thought Leadership• Increasingly Seeking “The Next Big Idea”

– Shiny New Objects• Time Compressed / Overwhelmed Internal Staff

My Agency Rocks

My Agency Rocks

Gets My Brand

Strategic PartnersChallenge Each Other

Integrated

Clear POV

Idea Generation

Ideal Partnerships

Ideal PartnershipsBest Solutions Through Working Together

Honesty

Collaborating Partner

Nimble

Financially Fair

First Questions• What are the barriers to developing effective

partnerships with clients, or vendors?• What have you done to overcome these

barriers, and create a Collaborative Partnership?

Services, Attributes & Skills

Services, Attributes & Skills

Stake a CourseWalk In Our Shoes

Technical InnovatorsTool Selection and Matches

New Ideas / Best Ideas

Thought Leadership“Smart Creative”

Questions• What skills or attributes will you need to

develop to succeed in today’s marketing environment?

• What / How can you make those changes happen?

Perceived Weaknesses

Perceived Weaknesses“In a Rut”

Fatigued, Too Comfortable

ROI / Results

Loss of Drive

“Test the Waters”

Tech SavvyDisconnected

Questions• What are the perceived, or real weaknesses in

your organization that gets in the way of your client relationship?

• What can or are you doing to shore up those weaknesses and improve your partnership?

Recap• Agencies Do Rock!• The Critical Importance of Partnering• Enhanced Skills and Attributes to Meet Future Needs• Address and Correct Weaknesses• It is a Fragile Client Relationship

– Let’s Redesign Ourselves!