What Clients Want
Posted by Michael, Griffin York & Krause Marketing Strategy
The current economic recession is forcing clients to demand more results from their advertising agencies. As advertising dollars becomes increasingly more valuable and experimental marketing methods start to become sparse, it is more important than ever for agencies to position themselves appropriately to clients. A new study performed by Reardon Smith Whittaker, a consultancy that focuses on teaching agencies how to generate new business, asked 184 client marketing and brand executives what they wanted most when searching for a new agency. The participating survey members were from brands like AT&T, Dunkin Donuts, Merck, MetLife and Revlon and were solicited for feedback via an online survey.
The number one answer, which is not surprising to the marketing strategists but perhaps everyone else, is having a thorough understanding of the marketplace. Tied for second on the client’s wish list was having an understanding of the company’s strategic direction and creative work presented. Two of the top three items clients are looking to agencies to provide can be summed up as strategic thinking. “Simply popping out the monthly newsletter or the fun, quirky e-mail blast isn’t going to work anymore,” said Mark Sneider, managing director at Reardon Smith Whittaker. “Given the challenges clients are facing in light of the economy, they need agencies that can get up to speed quickly, add smart value-added thinking and are a trustworthy lot.” (Adweek 12/15/2008)
Advertising a long time ago stopped being a communication activity and started becoming a strategic dialogue. Marketing strategy has gone beyond being a value-added service, it has started to become the what, why, where, who and how behind advertising. The agencies that are capable of understanding the value of strategic marketing are the ones who are able to create more meaningful campaigns for their clients. It is the belief of the GY&K that strategic marketing is the most important component to an effective marketing campaign. It is within these walls where strategic thinking combines with creativity to offer clients creative solutions that achieve strategic business results.
Agencies who are not involved with strategic marketing are either extinct or will be shortly as there is no way for them to fake the value of strategic thought. It is not an irrational idea to think that clients would want agencies to think, to be strategic, it sounds obvious. Clients no longer want results; no longer want stats; but rather with explanations. There is a difference. The difference is the results show activity where explanations enlighten why mediums were selected, why specific audiences were targeted, why a typical shade of blue was selected. Results mean nothing unless there is an explanation and learning – that can ideally be leveraged moving forward. Agencies who are able to give clients explanations after they perform an advertising campaign and provide recommendations are the ones who are engaged in strategic marketing and are positioning themselves for success.
Tags: Advertising, Marketing Strategy, Strategic, Trendspotting
