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Advertising and media
What each side expects: clients and agencies
| Area | Clients expect from agencies | Agencies need from clients |
|---|---|---|
| Briefing | Questions that show real understanding of the business | A clear objective, a budget range and one decision-maker |
| Feedback | Clear recommendations, not only a list of options | One consolidated set of comments, on time |
| Team | The same experienced people on the account | Access to the people who actually decide |
| Communication | Bad news early, together with a plan | Agreed channels and response times |
| Money | No surprises on invoices | Payment on time and respect for the agreed scope |
| Initiative | Ideas brought before they are asked for | Business context: sales data, research, plans |
| Results | Reports linked to business goals | Credit when the work succeeds |
| Area | Clients expect from agencies | Agencies need from clients |
|---|---|---|
| Briefing | Questions that show real understanding of the business | A clear objective, a budget range and one decision-maker |
| Feedback | Clear recommendations, not only a list of options | One consolidated set of comments, on time |
| Team | The same experienced people on the account | Access to the people who actually decide |
| Communication | Bad news early, together with a plan | Agreed channels and response times |
| Money | No surprises on invoices | Payment on time and respect for the agreed scope |
| Initiative | Ideas brought before they are asked for | Business context: sales data, research, plans |
| Results | Reports linked to business goals | Credit when the work succeeds |