Transparency. Never a bad thing in my book. Take the relationship between agency and client: the work that we produce is driven by the client’s brief. If the client isn’t clear and concise in their statement of requirements/goals, then it is reflected in the end result. Things can be….confused.
In the same vein, what of the agency’s communication with the client – particularly when courting for business in a competitive landscape of digital migration?
There are more and more agencies attempting to keep up with the changing face of online and, in doing so, there are some who are more concerned with whispering sweet nothings than delivering the (admittedly less glamorous) transparency that fosters a lasting relationship.
The behemoth that is social media serves as a good example. Everyone is talking about it, most people think they should be doing it – but the value of advertising in social media is extremely difficult to calculate. I’ve had numerous conversations with clients around the future of social media and attaching a value to it. So, what will the value of social media be in say 12 or 18 months’ time? Honest answer? We. Don’t. Know.
If an agency of your acquaintance claims to have the answer to this question, consider this: really, how can anybody know? At present, the landscape is dominated by activity without a cost, so to predict a future – if we’re being transparent – is impossible. What we can do is immerse ourselves in the medium, integrate its undoubted strengths with other activity and, finally, inspire our clients to make the most of the opportunities available.
Being clear about your goals is paramount to getting the most from your agency, just as your agency should be clear on what it can or can’t achieve. Transparency. Because your agency should never be creative with the truth.
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