Three secrets to a successful ad-agency relationship

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What is a successful advertiser-agency relationship in 2023? At a time when the scope of action of agencies, especially digital ones, continues to expand – ranging from social media to webmastering, from CRO to digital media buying and from SEO to orchestrating PRM and CRM campaigns – and at a time when advertisers' communication and marketing budgets are often shrinking, following successive crises, perhaps it is time to rethink the foundations of this collaboration.

While many are only thinking about "streamlining" to gain a few performance points, it is undoubtedly time to reshape this hong kong mobile database so that it is, above all, more human and more effective. Three avenues to explore.

1. Form only one team
Today's advertiser-agency organization is built on trust and proximity. Gone are the days when client teams were always right. Gone are the days when agencies were simply executors. To ensure performance, and especially efficiency, are on target, the former antagonists must now enter into daily collaboration. Campaign briefs are written jointly , taking into account both the brand's objectives and the technical requirements of deployment. Creative ideas are shared, resulting from brainstorming sessions where everyone contributes their vision of the product and their inspirations, in a constructive atmosphere. Depending on the projects, leads are clearly defined and distributed between the two entities.

This proximity helps to gain speed: no more surprises at the time of deployment since the advertiser and agency share the same level of information.

2. Simplify financial matters
In any contractual relationship, money remains a sensitive issue. For the advertiser, the investment for a one-off operation is always too high. And for the agency, the budget granted by the client is rarely considered comfortable. To put an end to the negotiations that delay the daily production of digital assets and advertising campaigns, it's best to anticipate all these discussions. Anticipate and organize.

When budget negotiations become global, and the costs linked to production operations are defined upstream, in a reliable and shared grid, the entire year-round collaboration is simplified.

3. Use the right tools
Of course, all this time saved in collaboration and budget management is useless if the tools don't also facilitate teamwork. Adopting shared collaborative platforms, both for distributing briefs and storing the history of tracking or creation files, is no longer an option. Connected to a single centralized system and agreeing on naming and documentation nomenclatures, teams once again save valuable operational time. We stop searching for the latest version of the brief in our email inbox, we stop searching for a conversation history on Teams: the tools become collaborative, and everyone's work is visible to all. This both empowers teams and ensures transparency in the relationship between the two companies.

Faced with the multiple challenges awaiting marketing departments in 2023, and the ongoing search for performance, the solution now lies within the teams themselves. Rebuilding the advertiser-agency relationship from the ground up, by placing the comfort and daily efficiency of the advertiser's operational teams and the agency's production teams at the center of its approach, isn't just a trendy idea. It's a long-term bet that could very quickly pay off.