A game of smarts: Client versus or not versus agencies
Written by Nguyen Tran Huong Thao – s3411918 – G1 (SGS)
Talking about the client – agency relationship, for the past three months, I have been exposed to lessons, information and stories from the agencies’ account side. ‘Every story should to be heard from both sides’, they say. Therefore, I decided to have a chat with Ms. Sohpie Lam, Marketing Coordinator and Commercial Academy at Mead Johnson Nutrition to see how it is like from the client site. With her background of 5-year experiences working in the Marketing and Commercial industry, what I have gained from the chat is totally worth it for my new try from the other site. For me, this is real a game of smarts when doing business between clients and agencies.
1. They are on the same boat, but each has their own expertise
Client planning, according to Ms. Sophie Lam, is about having insights into launching products, making marketing strategies and product supporting programs. In other words, client planning people are navigators to lead the boat towards the land of brand equity and business objectives from beginning to the end of every product launching voyage, a.k.a campaign.
Agencies are sailors in this game with strategic promotion and execution plans. Each agency have their own expertise to lead the boat towards the destined harbor. For example, with Mead Johnson, Saatchi – Saatchi is chosen for a creative advertising and Awareness for their professional practice. Each agency has their own strength and contribution to the final brand and business objectives. What challenges Mead Johnson here is that how to get these puzzles smoothly combine together. Vice versa, what also challenges the agencies is how to make good collaboration with Mead Johnson as their client since differences in expertise may lead to different expectations and obstacles in a B2B relationship.
Therefore, the game is all about how to make ends meet from both sides: Mead Johnson and agencies, the client and the services, the navigators and the sailors. What makes this game special is that, if the crew cannot work well together, they already create storms and rains for themselves to suffer.
2. Unwanted storms avoidance
So, back to the point where the conflicts can happen among the crew, normally, it starts with different expectations (Edmondson 2012). When being asked about this, Ms. Lam agreed: ‘Yes, it is important to have common expectations, or at least, mutual understanding between the client and the service providers (agencies) in order to achieve the goals that we are aiming to. Both have to respect and follow them as basic guidelines’ and the effective work is one of the most basic yet important expectation to be mutually defined and understood. From the client site, ‘effective work’ here includes timing, confidential information sensitivity and agencies’ ability to bring out the uniqueness of their client in comparison to other competitors.
‘Some agencies nowadays are too confident about their product that forget to look out for what their competitors are doing for our competitors. We know that sometimes we are such demanding client but your agencies are hired to bring out the best of our brand equity, being overconfident is dangerous that they will blind you from competitors. If we have inputs, or complaints, they are inputs to make us different. We might not be experts in your fields, but we understand our product’ – Ms. Lam shared.
This reminds me of Solomon and his statement on ‘live the Client’s Brand’ (Solomon, pp.8): Agencies should be the costumers of the client, to understand about their product as well and to make the breakthrough of positioning it in the market with expertise. This, in my agreement with Ramsey (2005), is the core idea of effective teamwork expectation between the client and the agencies: Complaints can be real good inputs and teachers to show us where to fix, how to understand the product right and to not pass by unnoticed mistakes. If we understand the product, we see where it should be as brand equity. By then, we know how to make it there. It is a collaborative game of the navigators and the sailors for a bon voyage to the destined harbor.
Word count: 660 words (not includes title and reference list)
Edminson, AC 2012, ‘Teamwork on the fly: How to master the new art of teaming’ in Spotlight on the Secrets of great team, Harvard Business Review, April, pp.3 – 10.
LinkedIn 2014, ‘Sophie Lam’, Profile image, LinkedIn, viewed on May 2, 2014, <http://www.linkedin.com/profile/view?id=77410097&authType=NAME_SEARCH&authToken=B8Gx&locale=en_US&srchid=2984338761399214526005&srchindex=1&srchtotal=43&trk=vsrp_people_res_name&trkInfo=VSRPsearchId%3A2984338761399214526005%2CVSRPtargetId%3A77410097%2CVSRPcmpt%3Aprimary>.
Ramsey, RD, 2005, ‘Handling Customer Complaints’, American Salesman, Vol. 50, Issue 10, pp.15 – 20.
Salomon, R 2008, The Art of Client Service, Kaplan Publishing, New York.