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Rethinking value in agency-client relationships

Rethinking value in agency-client relationships

Havas Global Comms

Havas Global Comms

October 19, 2017

The current uncertainty in the global socio-economic landscape presents us with the opportunity to rethink our way of working.

Bizcommunity

By Lynn Madeley
CEO of Havas Southern Africa

 

Frankly, the current way of working between marketing agencies and clients is in a state of flux and we are not sure what’s coming next. We have seen this before, but this time it’s different. We know that for marketing agencies, adding value is no longer a price nor capability consideration – those are basics that should always be right. It’s now about genuinely understanding the way people are consuming information and adopting a structure that enables this understanding. Agencies who are in that state of mind are the perfect partners, poised to help clients get ‘fluent in tomorrow’ and win for the future.

Clients’ need for more value to cushion their businesses through the current economic uncertainty is the reason behind the changing way of working. From the lead agency model to the full service agency and the latest way of working, the best of breed; we are all looking into agency-client relationships with fine-tooth combs. We know that we need a bit of tension to push ourselves to deliver great work. We also know that we don’t have much time for egos anymore – managing them is time-consuming and draining. So where does that leave us? What is the future?

 

Read the full article

Bizcommunity

By Lynn Madeley
CEO of Havas Southern Africa

 

Frankly, the current way of working between marketing agencies and clients is in a state of flux and we are not sure what’s coming next. We have seen this before, but this time it’s different. We know that for marketing agencies, adding value is no longer a price nor capability consideration – those are basics that should always be right. It’s now about genuinely understanding the way people are consuming information and adopting a structure that enables this understanding. Agencies who are in that state of mind are the perfect partners, poised to help clients get ‘fluent in tomorrow’ and win for the future.

Clients’ need for more value to cushion their businesses through the current economic uncertainty is the reason behind the changing way of working. From the lead agency model to the full service agency and the latest way of working, the best of breed; we are all looking into agency-client relationships with fine-tooth combs. We know that we need a bit of tension to push ourselves to deliver great work. We also know that we don’t have much time for egos anymore – managing them is time-consuming and draining. So where does that leave us? What is the future?

 

Read the full article

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