Are you providing ideas proactively?
Most likely not. I know like many of us in the agency world we are time starved individuals, and are just trying to stay afloat. Remember when you pitched the account with all the great thinking you promised? Many agencies deliver once, but then don’t again.
Adweek did a recent survey of clients, and what they are looking for in a new agency. What I found very interesting was why they were leaving their current agencies. They were:
1. Agency’s thinking (46%)
2. Dissatisfaction with creative work (40%)
3. Not being proactive enough (38%)
They obviously had to reach a point where they lost that loving feeling for their agency. Or maybe the agency just doesn’t have the new thinking they need. As things change very quickly in marketing we have to keep up with the newest trends. The biggest trend I’m seeing right now. Smarter spending, bigger results. They want to know their dollar is going further, and having stats to back that up.
Look at the tactics they are most interested in:
1. Online marketing
2. Buzz marketing
3. Experiential efforts
4. Search engine marketing
5. Mobile marketing
Most if not all of these are digital focused. All can be tracked down to the viewer, the amount of time and how they are interacting with the brand. It might not necessarily mean they are getting sales off of these. At least they know how they are spending their money.
The bottom line for agencies, better keep the ideas coming. Your clients want to see them before they ask for them.
