Meaning
The client's agency relationship means the relationship between advertiser and advertising agency. A friendly relationship between both will help to work smoothly and effectively. Now, times all the advertiser depends upon advertising agency because they provide professional services according to their needs.
In the same way, the advertising agency has to depend upon the advertiser for collecting the data, to know their requirements, feedback, futures contract, etc. So, for working smoothly, it requires good relations between the advertiser and advertising agency.
Principles of effective Client Agency Relationship
1.) Do not advertise for the competitor
2.) Prompt Payment
3.) Passing Payment Discount to Advertiser
4.) Not to blame the agency for media lapses
5.) Professional Services
6.) Trust and confidence
7.) Written Agreement
8.) Interaction between agency and Client
1.) Do not advertise for the competitor
If the agency wants to maintain a long-term relationship with its client, then the agency should not accept any business from the client's competitor. In the same way, the client should not go to any other agency for the advertising services without any dispute.
2.) Prompt Payment
Agency needs short terms funds to work smoothly for that they require funds. If the agency demands any advance amount or money for partly work done, then the company should pay the agency on time. Agency should clear all the conditions that when and how much money will be required. So, it will not create any misunderstanding.
3.) Passing Payment Discount to Advertiser
In case, the agency selecting the media channel for the clients and if the media owner provides any discount offer to the agency, then the agency should pass the same discount to the client. It will create a strong and trustful relationship between the advertiser and client.
4.) Not to blame the agency for media lapses
As we discussed, sometimes the agency selects the media channel on behalf of its client. After selecting the media channel, they have to choose the time and date for placing the advertising. In case the advertisement is not placed at the selected time and date, then the company should not blame the agency.
5.) Professional Services
If clients are burning their money, then the agency has to provide the best services to its clients. It is not only the obligation of the agency, but it is the duty of the agency also. So, the agency has to provide professional services to its client, at a reasonable rate, and at a scheduled time. It will create a positive image of the agency in the mind of its client.
6.) Trust and confidence
Trust and confidence help the agency and client to maintain a good relationship for the long term. Agency trust that their client will provide timely information and make payments without getting late. In the same manner, clients support their decisions as they are expert in their services.
7.) Written Agreement
Before start working, the client and agency should sign an agreement. This agreement will include all the terms and conditions between the client and the agency. It will help them to avoid any dispute in the future. These terms can be - services rendered by the agency, fees paid by the client, penalties on breach of agreement, time duration for the preparation of the advertising, etc.
8.) Interaction between agency and Client
Agency and client must interact with each other frequently to create agency-client relations. It will help both to understand the problems of each other and to develop an understanding of various advertising decisions. The client should check agency work frequently, instead of criticizing at the end. It will also help to take the right action at the right time.
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