Clients get what they ask

Lucy Barrett is to be applauded for confronting the thorny issue of agency-client relationships.

I have witnessed a huge shift over the past two years from agencies simply providing marketing campaigns to becoming genuine “partners” of a client. This sea change has arisen out of the need for marketing to be more results-focused.

But the move from judging “creativity” in isolation to commercial realities is taking time to gain the upper hand. Agencies will deliver what clients want. If that’s simply great-looking ads, then that is what they will get. If, as I believe, there is a move to more commercially driven campaigns, the industry will deliver. It requires a different mindset, an ability to stand in our client’s shoes, but it is essential if agencies are to continue to thrive.

As is so often the case in this business, the secret to success lies in agreeing the brief – and then having the strength of conviction to recommend what we believe will work.

Huw Williams

Planning director

WDPA Communications