I recently came across a brief message on social media that said, "Looking for an agency to set up a blockbuster campaign. Who?" It reminded me of those funny personal ads from local newspapers, the pre-Tinder era. But that was it, just those 11 words. No needs assessment, no briefing, no explanation. Yet, 46 agencies were convinced that they were the ideal party for this one-off transaction based on such scant information. Is this really the direction we should be taking as an industry? I certainly hope not!
I firmly believe that the key to long-term success lies in cultivating sustainable partnerships where both parties invest for the long haul. And I was pleased to hear the new ACC chair, Karen Corrigan, express one of her priorities in her inaugural speech as, "Above all, I want clients to start seeing their agencies as true partners again."
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A partnership is like planting a tree
Building a partnership between a brand and an agency is like planting a tree. Initially, it requires a lot of care, attention, and the right nutrients to take root. Over time, with continuous effort, the tree grows stronger and eventually bears fruit that both parties can harvest. Similarly, a partnership needs to be nourished with constant communication, mutual respect, and a shared vision to yield long-term benefits.
The importance of joint growth
In a world where brands and agencies evolve together, it's crucial that both parties support each other's growth. An agency that truly acts as a partner will go beyond just providing services; it will offer strategies that not only support the brand's current objectives but also facilitate future growth. This requires openness to feedback, adaptability, and a long-term vision that looks beyond the next campaign or project deadline.
Sustainable results over quick wins
In the digital age, where measurable results and ROI reign supreme, it can be tempting to opt for quick wins. However, a partnership focused on sustainability will always prefer strategies that prioritize long-term results over immediate successes. This means investing in brand building, customer relationships, and innovation, even if the results aren't immediately visible.
Transitioning from transactions to partnerships in the brand-agency relationship is a crucial step toward long-term success. By working together as equal partners, brands and agencies can grow together, develop innovative solutions, and achieve sustainable results that stand the test of time. It's time to embrace the power of partnership and stop responding to generic requests for one-off transactions.
Convinced that a good relationship with your agency is crucial for achieving and sustaining success? PitchPoint can help you find an agency that understands your needs and will help you create effective partnerships to increase the impact of your marketing budget. Contact mia@pitchpoint.be for a no-obligation discussion on this.