Hello everyone, nice to see
your guys again. Last week we talk about the differences from traditional
advertising and IMC. This week I will talk about why the advertising agencies
lose or gain clients.
An advertising agency is a
service organization that specializes in planning and executing advertising
programs for its clients. Nowadays, more and more major companies use an
advertising agency to assist them in developing, preparing, and executing their
promotional programs. However, advertising agency also need analysis their
business structure, in order to advertise themselves to the companies who need
agency. As differences of agencies, agencies may lose their clients because of
the poor performance or service, and poor communication. Agency is a service
organization, so the service that the agency provides is most important
element. Also, the communication between the agency and client is also necessary
to sustain a favorable working relationship. In addition, a good working
relationship is positive for avoiding the personality conflicts. The purpose of
company that needs an agency is increasing the sales of their products. When
sales of the client’s product or service are stagnant or declining, advertising
may be seen as contributing to the problem. If the agency cannot contribute to
the declining problem, they will lose their clients. In conclusion, the reasons
why agencies lose their clients are poor performance or service, poor
communication, personality conflicts, and the declining sales.
Different agencies may make
different influences of company. Here is an example for Gillette work with a
successful agency, Grey Group. The Grey Group helps Gillette succeeded in
radically altering the way it operates. Grey is a full service integrated
offering that includes strategic brand development and positioning,
advertising, digital marketing and CRM, social media sponsorship and event
planning for all OTC, DTC and HCP. They focus on accelerate the potential of
their client's brands with powerful creative ideas across all touch points. In this
case, the strength of Grey's ideas won the day, with Gillette opting to run the
very work pitched during the review.
There is all the stuff I
talk about in this week blog, hope your guys love it. I will post a new blog at
next Tuesday.
Citation:
Agency of the year, December 8, 2013, from
Adweek webpage.
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