The marital bliss of marketing relationships

Making marital magic in the business world must follow a simple rule to work: Maintain open communication and mutual respect. It's hard, especially given the pressures we endure; but both marketing and advertising professionals could invest in marriage counselling, if even to make a good rapport great. To be sure, many of the region's advertising ties have withstood the tests of time; yet to claim problems don't exist is to live in denial.

The operational side of agency-client relationships in the Middle East has not generally enjoyed the benefits of research. But it has in the West; and there is at least some data that tells us we need more love.

'Love and marriage, love and marriage,
go together like a horse and carriage.
This I tell ya, brother,
you can't have one without the other.'

Recorded by Frank Sinatra, 1965

In a survey conducted by the American Advertising Federation, the results showed some disparities in marketing practitioner priorities: 25% of agency executives, for example, said demonstrating significant advertising/marketing return on investment (ROI) was the most considerable concern faced by the industry, compared to only 18% from clients' perspectives.

Even more strikingly, while 36% of clients said 'developing compelling creative' was the greatest challenge, no agency respondent said the same (even though, proportionately, clients were fewer).

A misunderstanding of the issues can, in fact, lead to a divorce. While exploring the reasons for the end of an existing relationship, researchers note: 'The primary reason for the account move from the agencies' perspective is changes in client policy, while from the client's perspective dissatisfaction with agency performance is foremost. Furthermore, the breakdown is a process of creeping disengagement preceded by clear signs of vulnerability.'

Which is another way of saying, 'we don't talk the way we used to.'

Yet there can even be inconsistent views during the courtship; and agencies that take the time to listen to the objects of their desire have a better chance of being a bride than a bridesmaid. These verbatim client comments on new business pitches, for example, offer telling insights into what marketers seek :


• 'The ad agency that is interested in us ought to know something about us…. Too few do it.'


• 'Too many dull, routine pitches. They show their reel, brag about their people, show a few case histories-and expect us to stand up and cheer.'


• 'Too many agencies bring the wrong people to the presentation. Good salespeople, but not the people who will actually work on the business.'


• 'We liked them because their presentation was shorter and more to the point.'


• 'Enthusiasm, genuine interest, and excitement can make the final choice when everything else seems equal.'


• 'We liked the fact that they…used check-lists and had paid a lot of attention to the details.'

So, according to the above, clients want agencies to know how businesses are run not just what products are sold; less time spent on past achievements and more on relevant achievables; simplicity rather than 100 page Powerpoints; and giving as much importance to a leaflet as a commercial.

It is clear that whether we're planning the wedding, making children or fighting about family expenses, we need to talk at regular intervals if relationships are to last.

Agencies, of course, are of the more frenetic partner; and, particularly in Arabia, often feel more like a neglected mistress than a respected wife. They do need tender loving care to perform, including clear, substantive briefs, fair compensation and an understanding of the logistical challenges projects often present.

As the more composed party in the process, clients require an appreciation of the pressures they get from sales and distribution, as well as creativity that compels customers to consider, and preferably buy, the brand.

Far from being in dire straits, the overall client-agency trends in the Middle East are relatively good; and the aim here is simply to encourage even better relations. For example, client-agency managers can include a quarterly 'relationship review' session, or client-agency retreats at a resort planned twice a year, or even training modules for one another on the operational side of respective businesses.

Ultimately, a communications industry without clear communication will result in higher divorce rates, affairs aplenty and staying together only until the kids have grown up. Conversely, regular, open dialogue and mutual need-recognition will bring about chastity, selflessness and diamond anniversaries.

And who doesn't like diamonds?