Clients need information, not more opinions

I read with interest the analysis of agency matchmakers (MW July 21) and though it is flattering to hear that marketers turn to intermediaries when they need to outsource for expertise and skill, I don’t believe that “expertise” alone is central to clients’ requirements. Most clients now have considerable experience of working with (and often, in) communications agencies across the board. As such, they understand the processes and skills required to produce effective communication.

Therefore, all clients really need is the right information to make an informed and objective decision, not expensive hand-holding and subjective judgements by a third party about the quality of the agencies’ work, presentation or personnel. When it comes to communications, opinions are abundant and the last thing that’s needed is a further one when selecting an agency.

What is required is access to information surrounding issues such as conflicts of interest, relevant agency experience and information on key personnel as well as details of the company’s financial and business performance. Clients often struggle to obtain this information themselves, due to lack of time or resource, not knowing where to look, fears about going public with a review too early or being swamped by speculative approaches. Using intermediaries, such as ourselves, reduces the burden on clients by handling simple requests anonymously and even allowing them to redirect cold calls through to us.

My final point is that intermediaries also allow small agencies to be included on the pitch-list alongside bigger and more established ones. As such, intermediary services should also be priced to create a level playing-field, so that small companies don’t lose out purely for financial reasons. This will also ensure that clients have access to the best talent and creativity, not just the agencies with the deepest pockets.

Tom Holmes

Chairman and founder

Creativebrief

London W1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here