AGENCY vs. CLIENT – questions you always wanted to be answered

Panel discussion of selected representatives from communications agencies and company employees dealing with them. Questions you always wanted to ask your agency/ customer but due to certain reasons didn´t.

The result of the moderated discussion should be the virtual decalogue on how to improve the relationship between the agency and the customer.

Panelists:

Agency side:

• Petr Juráň, Client Service Director, Altavia Česká
• Ben Petter, Regional Director, Grayling Czech Republic

Client side:

• Petra Kůlová, Marketing Director, OREA HOTELS & RESORTS
• Květa Kubota, Direct Marketing Manager, Avast Software
• Gabriela Hoppe, Executive Director, IB Grant Thornton

Moderated by Gustavo Vizcardo, Managing Director of ValensGen.

Issues to be discussed:

1. New client/agency acquisition

Both sides, agency and client sell. Client sell its products/services. Agency sells its know-how, agency people time...

• How to approach new client/agency?
• What and how should be presented to brand manager, marketing director?
• How much can be the new client bothered?

2. Agency remuneration

Client insists on different types of prices: per hour, manufacturing cost, media, accountant, creative... any. The most common are fee, % of production, profit share.

• Why it´s not popular nowadays to pay the agency for its servise?
• Whose dis/advantage is it?
• Whole fault is it? Client sets its product price, customer pays it.
• When the agency wants to say NO to client?

3. Agency of 21st century

Experience says that client often doesn´t (want to/need to) know what can the agency offer.

• What know-how agency offers nowadays?
• Why everybody in agency is so comoditized?
• ATL, BTL, digital, PR, Activation, Production...?
• Is there a chance the agency can be again advertising agency suggesting solutions through mediamix?
• Does the client want this?
• Why selected clients solve this issue by having an inhouse agency?
• Do you want to play active role in the discussion?

Let know Lucie Vrbová at lvrbova@amcham.cz.