Jeremy Caplin, CEO of Aprais spoke on “Enhancing Client-Agency Relationships for Continuous and Measurable Improvement in their Performance” at an ISA event.
Based on the research done by his firm, he defined the characteristics of an ideal client as well as an ideal agency. There are four essential qualities in both that should be fulfilled in order to becoming an ideal client.
An ideal client gives accurate and clear briefing. This is absolutely critical from the agency’s perspective. Another thing the client must put in process is a clear approval system, which means the client must live upto what he has finally approved. Timing is also critical as an agency requires enough time to deliver on the brief. Business behaviour from the client’s side is also essential for the agency to do its job.
An ideal agency, according to Caplin should meet the criteria of being functionally competent. Strong account management is pivotal link between clients and agencies. Strategy, planning and analysis and business behaviour is also crucial.
Caplin also explained how the agency-client relationship scenario is different from what it was before. “Clients are struggling with complex landscape of agencies,” he said and said there are too many players now; creative, digital, PR, among others.
On cross-agency collaboration, the question that was asked earlier was ‘do they collaborate?’ while now the question is ‘how well do they collaborate?’ towards reaching the client’s goal.