Navigating client-agency relationships is complex territory, and partnerships don't always pan out the way we'd like them to. In a time where the average length of agency partnerships has materially reduced, advertisers need to consider what steps they are taking to make these work.
As Bruno Gralpois, former director of global agency management at Microsoft, said: “The largest pool of resources is not to be found in continuing to pressure our agency partners as though there work was a casual commodity, it is to be found in more careful management of our responsibilities as clients.”
No matter what the state of your relationship with your advertising agencies, take time to consider how it might improve. The next installment of the Association of New Zealand Advertisers (ANZA) Breakfast Seminar Series is all about maximising client-agency collaboration, featuring Murray Streets (director of strategy, Saatchi and Saatchi), Peter Davies (partner at Maximised) and Neeraj Lala (head of marketing, Toyota NZ).
Click here to register (tickets are $45, or $35 for ANZA members).
When: 7am-9am, September 5
Where: Waipuna Hotel, 58 Waipuna Road, Mt. Wellington
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).
Idealog is part of ICG. We work with clients like Woolworths New Zealand, All Good, Huffer, Liquorland, Resene, Citta Design, TVNZ, Spark and FCB on their event activations, in-store, in-office or out-of-home signage, content creation and vehicle wraps.