Effectively managing the agencies

When your brand / company works with agencies you can usually follow two paths. Be a low-maintenance or high-maintenance client.

These two types are described well in iMediaConnection article as:

Low-maintenance clients are:

  • trusting
  • enjoyable to be around
  • transparent in discussing their goals and intentions
  • appreciative of what you do
  • in it for the long run (not fickle or willing to play you off other competitors)\
  • not arbitrary
  • willing to pay for expertise

High-maintenance clients, on the other hand, are:

  • demanding and in need of ego-stroking
  • lacking in communication skills
  • constantly holding the amount of money they’re spending over your head
  • always discontent; they’re never pleased about anything
  • insistent that they know more than you do
  • dismissive or unwilling to hear advice
  • holding you responsible for things that aren’t your fault
  • unwilling to give you credit for your work

Smart agencies know the difference between low-maintenance clients & high-maintenance clients and price accordingly. And smart clients know how to be a low-maintenance client & help their company budget by smart management of their agencies.

Smart agencies also constantly try to turn high-maintanence clients into low-maintenance ones. However, there are always some unexperienced clients who hurt their companies while they are actually trying to do something good for their companies. These inexperienced “high-maintenance wanna be” clients usually end up with low quality agencies which are mostly focusing on client relationships.

So it is your choice, be a low-maintenance or high-maintenance client.

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