Unilever Global CMO: Digital Agencies are the Creative Agencies of the Past
Thoughts on the agency-client relationship
Keith Weed is Unilever's Global CMO, and so one of the most influential marketers in the world. He shared his views on marketing, brands, procurement, and ad agency new business in a recent
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Blind Sale
This can also apply to vendor/client relationships.
I constantly throw ideas; products; articles that are relative to their business industry to keep the romance alive in my relationships with clients.
By not nuturing a relationship; it is like not watering a plant. It will look good on the surface for awhile but will slowly die underneath and eventually will show on the surface. The sale process really starts after the contract is signed!
Keith Weed is such a talented person in this present marketing sector. I appreciate his wisdom which he shared with us in this placement. Thanks for allocation
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One of the most common problems is that usually, the one who has to give the final blessing is one of the big bosses, and often times, big bosses not only don’t fully understand communication – some do and very much so – , moreover they’ve little or no contact with the brief, objectives or even the strategic discussions leading to the creative work. So even if the creative is good and on brief, more often than not, campaigns are judged and rejected by someone who had little exposure to the process that may have taken months. This leads managers to begin a downward feedback process with the agency that leads to frustrations on both sides and end up ruining good relationships. Bosses….pls be more involved, don’t just wait to see the final work!
Hi Todd!! Thanks for letting us know about the activities of Keith Weed. One more thing he is one of the best global CMO in recent days.
The agency must think of the good of the client and not on their business alone. I hope that all agency would think that way.
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The implication for digital production is clear – its importance as an enabler of digital marketing success will only increase. Any brand that wishes to become a media property will need truly advanced capabilities in digital production to produce large volumes of high quality content cost-effectively. Our view is that decoupling digital production from the creative process – whether that process is driven by a traditional AOR or another type of agency – is the key to success.
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Our agency grows by consistently demonstrating our ability to understand and satisfy our clients’ needs on a daily basis. But is a good relationship enough? How do you know if your creative or marketing firm is a “total fit” or if it’s time to hire a new one? Make time to take a second look and make sure your resources are everything you need and want them to be, and more.