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AGENCIES: Get your act together.

Publication: Marketing Week
Publication Date: 21-DEC-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Collaborating on an account can benefit all parties involved, but there's no room for big egos, and the client's needs are paramount, says Alex Shephard

You have to feel sorry for clients. They recognise the need for external expertise to deliver a marketing programme, they meet a variety of agencies and put a lot of work into briefing them all. They sit through pitches and, after careful thought, appoint the chosen ones. A little later, far too often, they then have to be distracted from their real work to act as referees.

What is it about agencies that they seem to find it so hard to work together?

It all boils down to jealousy, ambition and money. An agency meets the...

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