the pressures that bear the relationships between advertisers and their advertising agencies are increasing. Today, increasing focus on outputs, the current return on investment, cost cutting, a Procurement Department stance on the advertising creative advertising industry has changed character over the last decade. Many industry insiders worry that the agency / client relationships become less strategic as a result. Ad agencies are increasingly seen as the provision of goods services best handled by the lowest bidder.
For those who are serious advertising, these trends threaten the agency the ability to manage client's brand long term. To do so, the agency should be seen as trustworthy stewards of companies out messages. The relationship between the longevity of advertisers and agencies is important to build unbreakable bonds of trust.
there are great examples of local advertisers and agencies who have journeyed together for decades. A local poster child DDB Seattle and his decades-long relationship with McDonald's, Holland America and Jansport. Founded in 1981 as Elgin Syferd, the agency first major account win with the McDonalds in the same year. This was followed in 1983 with Holland America account. It was clear at this point that the Elgin Syferd was no ordinary start-up, but break-out agencies and local Industry lider.Jansport operations after the 1987th In 1990, the Agency has taken the DDB Needham. More growth followed.
When asked what makes these relationships last Ron Elgin said: "We took our lead from McDonalds founder Ray Croc. Kroc built McDonald's belief that no matter how well McDonalds serve customers every day, they can occur tomorrow. He has directed his teams each night on that stuff sparkling fresh for the next day ."
Elgin, added: "To provide customers for the long term, you need a lot of paranoia and keep in mind that no matter how well you did, it never quite enough."
Good.
Have not underestimate just how difficult it is to keep the accounts over the decades. It covers the period of recession, new marketing management, terrorist attacks, the ad campaign is successful, some less successful campaigns, cutting costs, high growth, and continuous attempts by major agency to win business. Holland America decided in the late 1980s to hire West FCB to handle broadcast advertising, Elgin relegating the important but lesser role. It lasted one year. Then, all business snapped back.
Sedgewick Road is doing a superb job for Washington Mutual for more than ten years. Copacino + Fujikado worked with the Seattle Mariners since 1996, and Jim Copacino the creative leadership in the account dates from 1990. HP and the Washington Forest Protection Association to count on the FCB Seattle since the mid 90s.
A large advertisers to reward their agencies "to work hard with loyalty, trust and stability for several reasons.
O Advertising is not about clever headlines and trendy slogans. This is a group of craftsmen understand the heartbeat of the client company and translating it in a way that is compelling to consumers over time. It can not happen with the short term agency relationships. This requires trust between the agency and client people leadership.
of the agencies become more efficient as they learn to map courses via the client organization. Well oiled operation refers to the process of creating advertising. Ultimately, this is the best way to keep unnecessary costs from the advertising mix. Repeated changes in the relations agency means a new learning curve inefficiencies and higher costs.
on the client industry knowledge and expertise in the agency grows in direct proportion to the stability of the team client agencies. As the outside, the agency became necessary funds for clients in providing competitive intelligence and industry opportunities that can be exploited through a large advertising.
There are a few shortcuts to achieving financial success in American industry. No matter how hard we try to get more and more effective and ROI every little action we take, the real success may lie in taking a long look at what we are trying to achieve in the running of our company.
cheapest way to success in advertising can build a lasting team. With longevity, the teams grow in knowledge, wisdom, determination and efficiency. Smart advertisers work with agencies that provide a stable environment and to keep their people (ie, customer retention industry wisdom). They insist on continuous improvement, but are realistic in what they want to achieve and how long will it take to get them there. Most importantly, they are in it for the long haul. For agencies, the best way to win is to have a healthy dose of paranoia that you have not done enough to earn their customers a full and complete confidence.
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