Back to Basics for Agency-Client Relations?

Caroline Reed, founder and CEO of Creed Consulting, says one of the biggest challenges for improving agency-client relations is also one of the most basic: Relearning how to speak to one another. The pandemic and the work-from-home movement has left people's communications skills a bit rusty, Reed says, and both sides of the table need to be aware of that. Sure, Zoom calls are now the norm, which makes having in-person meetings more crucial than ever.

Improving the dialogue is just one of the challenges facing agency-client relations, what with 60 percent of marketers saying that as much as 30 percent of their marketing budget is lost to inefficiencies in agency management, according to an ANA survey of 60 marketers released earlier this year. The schism is compounding the stress levels in the agency-client relationship and making it difficult to develop a fruitful partnership.

In the latest episode of Champions of Growth, Reed joins host Matthew Schwartz to discuss how to bolster agency-client relations, whether the RFP process could use an upgrade, and the growing role diversity, equity and inclusion is playing in marketing communications.

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