An article below from Campaign talks about transparency and how it is affecting client/agency relationships and it’s true, it is, but it’s a recent and not pervasive issue.
The old issues are still the ones that frustrate clients and lead to agencies being fired more often than not.
Specialist agencies especially tend to suffer from a ‘we know best’, a ‘this is how we work’ attitude.
They get started without talking to and fully understanding the clients needs.
They build plans without knowing what the clients business goals are.
They assume far too much and they don’t value the clients inputs, skills or expertise.
They then try to bamboozle clients with data and reports to get out of it, always relying on ‘good results’ to pull them through.
A good relationship with a client will help you weather bad results, it will mean a mistake can be gotten over, it will mean losing a key account person will be worked through.
More than anything building a real relationship with a client will last well beyond their current role and mean both client and agency will be able to work together no matter where the data leads you.
It’s why good specialists understand they need account management skills, to fully understand the nuances of a clients business and build a strong relationship with the client.