Reset Password| Help|

4A’s Business Development Blog

  • View All Posts |
  • Print |
  • Share|
  • Subscribe
Categories

 ‭(Hidden)‬ Admin Links

Mr. Thomas Finneran

Response to Jody Sutter and Diane Woodruff Re: When Client Conflicts Get in the Way of Pitching New Business

Jody and Diane raised a host of interesting perspectives on the gnarly issue of client views related to agency conflicts. It has always fascinated me that clients’ standards for conflicts are vastly different and more restrictive for marketing services agencies than they are for other vendors and professional service providers—including management consultants, CPA firms, attorneys, etc. Several years ago the 4A’s issued a position paper on Conflict Policy Guidelines. The paper suggests five common-sense guidelines for assessing conflicts:
 
1) The agency servicing unit (agency brand) should be the criterion, not the holding company.
 
2) An agency office can be a valid separation.
 
3) Unbundled services are a valid separation.
 
4) Conflicts should be narrowly defined (brand vs. brand rather than at the marketer, corporate or division level).
 
5) Conflicts should be based on real competitive issues on a product-by-product and country-by-country basis.
 
Marketers that are seeking relevant expertise, deep insights and scale will derive operational benefits from adopting an intelligent interpretation of conflict parameters.

View All Posts

Comments

No comments.

 

Please leave a comment

Comments are moderated and will appear shortly after submission.

Title


Body *

Full Name *


Web Site URL

Type the Web address: (Click here to test)  

Type the description: 

Image Verification
Refresh page.  
Please enter the text from the image

[ Get New Image ]
My Notebook

My Notebook

PR Forum:
24/7 Always On Communications

May 14 | JWT, NYC
The industry’s top journalists, agencies and brand managers will convene for an open conversation about what's going on and what's next.
> Learn More

NY Seminar:
Strategy For Account Managers

May 15 | NYC
Send your account managers to improve their new business pitches and gain digital strategy insights.
> Learn More

More Seminars & Webinars
Spring 2014 | Nationwide
We have dozens of professional development events scheduled...
> View All Events

PR Forum 2014
Untitled 1
 
Login error. Please try again.
Sign In