What Type of Advertising Agency Client Do You Want?

Your next advertising agency client probably has multiple needs, even if they think all they need is an Instagram influencer program or seriously good video storytelling.

Yes – It’s often difficult for a client to clearly state their needs / business objectives.

Objectives range from increasing sales and revenues, growing brand awareness, building loyalty, new product development, geo expansion to more Xandr please. Just to name a few. I’ve seen an inability to express clear objectives across client seniority. I once had a senior Nike client who didn’t have clearly stated sales goals. I know, kinda crazy. Instead of asking for those metrics, I asked my client how she made her bonus. There were interesting revelations in that discussion, including finding out where the agency could act to help make her a Nike star.

Let’s look at industry research on advertising agency client selection criteria.

The UK firm SCOPEN interviewed 81 senior marketing professionals, 57 chief marketing officers, and 56 agency professionals.

The overwhelming majority of respondents (72.8%) were the ultimate spending decision-makers. The research showed that creativity is the number one criterion used in agency selection.

However, SCOPEN also reported,

It’s interesting to see how (clients) are talking more about innovation related with business transformation and digital transformation, which is a different territory from creativity,

I’ll parse this out. Here is SCOPEN’s list of large client needs.

1. Creativity

2. Innovative ideas (how W+K got that first piece of Ford)

3. Digital capabilities

4. Strategic planning

5. Marketplace insights

6. Competitor insights

7. Brand knowledge

8. Trend awareness and predictions

9. Media planning

10. Social media prowess

11. Integrated services

12. Good value

That’s a long list. Not all clients need all of that. To simplify, I believe that most clients are looking for advertising experts. Be the expert who delivers smart, efficient programs plus measurable results. High ROI results.

OK. A podcast about client selection.

Thank You, Google’s NotebookLM, For This Episode.

Some insights from my book, “How To Build A Kick-Ass Advertising Agency,” on how to position, describe, and sell your advertising agency services.

[buzzsprout episode=’15994729′ player=’true’]

That’s the story. Go forth and position your advertising agency for success.