The end of the agency RFP era.

Today, you have to pick an agency based on chemistry and human interaction. Here are some tips for revising the current outdated proposal process.

Perhaps one of the most significant relationship stories in business was devised at the dawn of the new marketing and media communications era in the 1950s. It is the agency/client relationship. For the most part in consumer product categories, one does not exist without the other. Yet the path by which agency and clients come together remains mired in a process that misses some important beats in the inevitable dynamic that will take place once both unite. Agency and client marriages are forged on a performance stage; literally, a form of business theater focused on diagnosis, followed by remedy — a sort of “can-you-solve-this” challenge game.

By Bob Wheatley

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