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

Panel discussion of selected representatives from communications agencies and company employees dealing with them.

Dear members, due to the unexpected situation, we have to cancel this discussion. We will find the new date for it and let you all know asap. Thanks for your understanding.

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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, Altavia Česká
• Ben Petter, Grayling

Client side (concrete names to be confirmed soon):

• Petra Kůlová, Marketing Director, OREA HOTELS & RESORTS
• Květa Kubota, Direct Marketing Manager, Avast Software

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.