Completely agree with you (mostly) - a

"This year's agency" provides great information about agencies of all disciplines. But that's only half the picture. I hilltop like to see an assessment of advertisers, agencies, wakkerzeel where scores current and previous clients.
Swedish advertising industry consists of a relatively small elite and the large fence series. The same applies to their clients. Many have woefully little understanding of marketing communications. The responsibility lies far down in the organization of product managers with the main focus on a fast career, or marketing managers with no real mandate or courage. Then you have to make the safest possible. wakkerzeel Not stand out, not be noticed too much. Heller weak results from innocent, secure advertising, than the risk of a setback (or chance to hit) from the communications that stand out.
The managements are few marketing communicators. Increasing numbers indicate Although President as chief trademark issues. That may seem excellent, but the Swedish company is only in exceptional cases, marketers, without engineers or MBAs with production economics as a specialty. Marketing and communication departments have there instead wakkerzeel received less influence.
In those companies, marketing is not an investment, but a cost that remains under the rubber band principle. In good times, pull out a little extra. But in a recession spanning one ate, as much as you can. Often it has also embraced the new model for byråval: The purchasing department buys services on the same "effective" way as copiers and cleaning. The lowest wakkerzeel quote wins. Point.
The relationships wakkerzeel with the consultants will be happy to à la carte solutions rather than long-term wakkerzeel strategic. Fast and cheap, it should be. "What's wrong with plugging in the Office, wakkerzeel in the marketing already jumped at a discount offer of 20 entries starting next week?", Is the philosophy.
Because these companies can not define what they want out of their offices, wakkerzeel the brand values to be conveyed or what objectives you have with communication, one can not set sufficiently high standards for their partners. And no one knows whether objectives were met. Best then to not put up any measurable targets! Otherwise you buy measurements that provide the answers you want. Are you sufficiently fuzzy usually go well.
Then you work further on their own border, in peace and quiet. Production, Sales, Marketing, wakkerzeel Communications, HR, customer service - they all have their own turf guarding and the right hand has no idea what the left hand is doing.
A small addition: the reason why I want to be the customer that the agency would prefer to work with is of course that I believe that it is precisely for that customer you will make the effort most - which is a good prerequisite for getting the very best ( and effective) communication.
Completely agree with you (mostly) - a "best customer" wakkerzeel list would be a brilliant idea! When I was on the agency side, I used to say that every customer must meet at least two of three criteria that cooperation would work: - fun to work with - profitable for the agency - a great reference list As a buyer, I usually turn on the list and say that the target clients in collaboration is to ensure that it is the customer that its staff would like to work with. And the state does not come from having the biggest budget or the sexiest product but from being the one who delivers the best brief and manage the agency wakkerzeel as a strategic business partner rather than an advertising provider. Now I'm not so self-righteous that I would say that this is always wakkerzeel the case, but I firmly believe that every client receives the advertisement, and the relationship with their agency, which they deserve.
I've heard the term a satisfied wakkerzeel customer is a good customer. wakkerzeel I think this is the overall problem. To the harmonic interaction is what is important and not results. This in turn is because many companies too little follow up on the investments made. Then the only parameter to enjoy being together. Personal chemistry is obviously crucial for a collaboration with then one can measure the results of direct measurements on attention, comprehension and response. Then you can make long-term measurements around the brand rörlser relative to previous positions and relative to other brands. An old survey said among other things that Vichy N happily commuted to Frameless. In some extent commuted Frameless consumers to other brands. Over a period wakkerzeel of Wårby, which had a very low market share. Interesting conclusions could be drawn as a supplement to a reading of how each advertising device worked. Weighs not these faktprer one can objectively assess the best agency. Failure to do this, it is only those enjoying parameter applies and the fact that you like the people at the agency. Such is not so good.
Brands and marketing is my professional focus. And the main theme of my blog, which is on Cision's top-ten top