Agencies: Stop Thinking Like a Vendor and Act Like a Partner
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In the formerly monogamous advertising world, polygamy now reigns. The modern version of the client-agency relationship leaves many agencies longing for the “Mad Men” era of sole partnerships, 9-to-5 schedules and heavy drinking by 3 p.m. — but those days are long over.
Today, firms seeking integrated solutions will often hire several agencies at once, each acting as more of a vendor that delivers a specialized service rather than as a partner that fulfills all the company’s marketing needs.
Companies do still seek partnerships with agencies, however. Unilever’s been working with Lowe & Partners since 1899. And GM has a long-standing relationship with Campbell-Ewald that dates back to 1919. Other household companies — Procter & Gamble, General Electric, Kraft Foods and General Mills — also boast established, lasting agency affairs.
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