8 false promises agencies make to clients - iMediaConnection.com
Overstating their cases; false promise 1
The relationships between clients and agencies can be delicate. Clients need to feel like their accounts are valued, and agencies need to balance a portfolio of clients that require varying levels of attention. In the beginning, everyone is happy; the agency has another client on its roster, and after being wined and dined, the client is confident in its agency selection.
Hopefully agencies meet client expectations, campaigns launch as promised, and they produce the desired results. In some cases, expectations are not met, and it's not because agencies did not perform well or they missed the mark. Sometimes, they just do not live up to the hype, and more often than not, this is because they made promises they could never really keep. During the pitch process, agencies need to sell themselves, which can result in overstating their capabilities. These statements are neither malicious nor thoughtless, but they do present an unclear picture of what clients can reasonably expect after the pitch. This is a list of promises that agencies commonly make that clients should be wary of.
The old bait and switch trick is not exclusive to advertising. It is a condition that plagues any industry with elaborate pitch processes, but in advertising, it is done with flair. The pitch process fosters an environment in which agencies use the best and brightest to impress clients, but this A-team is usually not the one that will end up working on an account. Agencies might reserve experienced staffers to work on their biggest, most prestigious accounts, so clients could end up with an agency's B-team (even if that's not who pitched them). This can cause friction later because client-agency chemistry is a powerful determinant of which agency a client selects.
Projects run much smoother if you like who you work with, so make sure to ask which resources will be working on an account, and try to meet them before making a choice. They do not necessarily have to be involved in the pitch presentation, but it is a reasonable request to meet your actual account team.
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