Client-agency relationships come in all shapes and sizes. A study conducted by a company called R3 Worldwide, identified six models client-agency set-ups. Here’s a quick break-down on the models, along with our thoughts on pros and cons;
Client-agency relationships come in all shapes and sizes. Dave Lewis, the boss of Tesco recently appointed BBH for advertising and Mediacom for media on the basis that they served him well at Unilever and he has a good relationship with them. We’re seeing the results of these appointments in the campaigns for this supermarket this Christmas, featuring Ruth Jones and Ben Miller. Earlier this year, Jaguar Land Rover announced that it was moving all Land Rover global creative advertising and social media work into Spark 44, an agency which it had created. A study conducted by a company called R3 Worldwide, identified six models client-agency set-ups.
Here’s a quick break-down on the models, along with our thoughts on pros and cons;
The effectiveness of these models really depends on the individual challenges of the client. Throughout our careers, we've been part of many of these sets ups, and often, it's the big ideas that drive integration. But successful integration doesn't just come from the set-up or the idea, it’s investment into time.For agencies, this means “walking the corridors”, and investing in time to build relationships with agency partners.
For clients, this means thinking long term with all agency partners.Unilever and JWT recently celebrated 110 years together. Keith Weed, Unilever’s chief marketing officer credits long-term relationships as “part of our success”. If this teaches us anything, it’s that respect, trust and the ability to build and adapt relationships pays dividends.If you’re interested in finding out more, check it R3 Worldwide’s study here.