Change is afoot in the nature of the relationships between creative agencies and their clients. On one hand, clients are becoming more experienced and demanding; on the other agencies are increasingly polarized between the big consolidated groups and smaller independents. Yet as more organizations than ever seek like-minded business partners and more agencies throw off the historic mantle of creative aloofness, so a new potential for collaboration between them grows. Working with Agencies has been written for marketers in client organizations who want to refine their skills in the key areas of selecting an agency, briefing creative work, creative evaluation and developing campaigns together. Mike Sims explores the partnership from both sides, stressing that even the most creative products require a logical approach to communication, and shows how clients can ensure that their relationships deliver synergy, campaign efficiencies and a strong market presence.
In a new landscape the basics of productive cooperation remain: knowledge, trust and a sense of collaborative adventure. This book reveals the inside secrets of how to achieve all three in your own agency relationships – and reap the rewards.
From the Back Cover
Change is afoot in the nature of the relationships between creative agencies and their clients. On one hand, clients are becoming more experienced and demanding; on the other agencies are increasingly polarized between the big consolidated groups and smaller independents. Yet as more organizations than ever seek like-minded business partners and more agencies throw off the historic mantle of creative aloofness, so a new potential for collaboration between them grows. Working with Agencies has been written for marketers in client organizations who want to refine their skills in the key areas of selecting an agency, briefing creative work, creative evaluation and developing campaigns together. Mike Sims explores the partnership from both sides, stressing that even the most creative products require a logical approach to communication, and shows how clients can ensure that their relationships deliver synergy, campaign efficiencies and a strong market presence.
In a new landscape the basics of productive cooperation remain: knowledge, trust and a sense of collaborative adventure. This book reveals the inside secrets of how to achieve all three in your own agency relationships – and reap the rewards.
About the Author
Mike Sims, is Client Services Partner at Partners Andrews Aldridge, London UK. He is responsible for agency resourcing and overall agency delivery to clients. He has worked in both big and small agencies and has been involved in all areas of account handling, heading large and small client services departments. Since his arrival at the firm they have become the first agency to secure Campaign Direct Agency of the Year, the DMA Grand Prix and Precision Marketing Agency of the Year at the same time.His sector experience covers automotive, telecoms, IT, and financial services. He has worked on traditional and digital campaigns, consumer and b2b brands and has led pan-European accounts. Prior to working in agencies he was a teacher and worked in training and development in the marketing industry.
