Be a partner, not a vendor

April 20, 2006 by  

The worst kind of client-agency relationship I can imagine in this business is to be treated like a supplier. Just sitting around and waiting for instructions. Then beg to get thrown a bone.

Keep it.

Try to position yourself as a marketing partner, with a vested interest in the success of your client’s programs. Keep an eye out for what your client’s competition is doing. Look for opportunities to cross promote the brand. Try to bring news to the client before they learn about it elsewhere. Eventually you will be recognized as being a valuable contributor.


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