Bruno Gralpois, miembro de la universidad de mercadeo de ANA
Bruno Gralpois, Faculty Member of the ANA School of Marketing, summarized a list of guidelines about what should agencies look for in their clients and ease the relationship between both. “Becoming a great client for agencies is not easy, but it is necessary. It’s no coincidence that successful brands are known to be great clients” Gralpois said. Ammong the recommendations given by the industry’s veteran are: give enough time and resources for the agency to deliver against their objectives and be sympathetic with the times requested to reach good results; be respectful and collaborative; provide clear and consistent direction; take risks, be open minded; and celebrate innovative ideas and critical thinking. Gralpois also highlights the importance of demanding more from the agency. “Great clients set realistic but high expectations. They define success clearly and ensure everyone is focused on driving business results. More importantly, they lead by example.” Also they should provide constructive feedback. “Great clients are fair and realistic. They keep a proactive communication with which they inspire the agency’s talent and support teamwork.” To be responsible clients, that understand their role, appreciate good work and support the ideas, are his last recommendation.
