"Understand the changing role of consumers. Take back ownership of the strategic agenda. Review the relevance of 'old world' classifications such as above-the-line and below-the-line. Develop open sourcing for ideas as a viable financial model. To take responsibility for driving a change in pricing models to account for the impact of digital. Move to outcome-based compensation rather than hourly rates and manpower."
"To more effectively invite agency partners into the world of advertisers to ensure they really understand the total client business. To identify what their real business challenges are and ensure this is communicated to agencies. To work at the relationship with agencies; talking frequently, sharing agendas and giving regular performance feedback. Setting and sticking to best practice in effective agency management on a day-to-day basis."
Transformational change is required now in the marketing communications industry to ensure clients and agencies maximize opportunities for brilliant and effective work. Agencies must understand changing consumer roles, reclaim strategic ownership, reassess above/below-the-line classifications, explore open sourcing ideas, reform pricing to reflect digital impact, move to outcome-based compensation, communicate value-add versus media owners, and provide project management alongside creative and buying services. Clients must invite agency partners into advertiser businesses, clarify real business challenges, actively manage relationships through frequent communication and feedback, enforce best-practice agency management, and define procurement involvement to create win-win scenarios. Both sides must take responsibility for change.
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