03.09.11 Keeping the Flame Burning
Advertising Age recently took a look at a constant struggle in the agency/client relationship: keeping the flame burning. It happens…you lose the spark that got you excited about choosing the agency in the beginning or maybe, they seem to have lost the edge that kept the fire hot. In either case, it takes work to bring it back. AA’s CMO Strategy offers five tips HERE.
My take on their advice is that the article provides very important protocols for marketers and agencies to live by.
As a messaging communication consultant I recommend marketers review their value proposition/brand DNA at a minimum annually and teach it to their agencies. An agency must understand the DNA strands that the marketer decides must be communicated.
Agencies must also be taught by the marketer the company’s competitive differences so that the agency is as clear as the marketer. What keeps you engaged with your client/agency? E-mail me at info@giglioco.com.
