Introduction advertising unit Structure

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10.6 AGENCY CLIENT RELATIONSHIP
Agency client relationship must be that of mutual trust and 
confidence. The perfect relationship results in optimum advertising 
effectiveness at a reasonable cost and reasonable compensation 
for the agency. It is characterized by continuous and complete two 
way communication between individuals in the two organizations in 
an atmosphere of mutual trust. Interdependency of the advertiser 
and the agency helps in creating effective advertising as part of the 
company‟s marketing effort. 
 
What the clients have to do? : 
1. Treat the agency with courtesy at all times.
2. Provide all possible information about the product that is to be 
advertised and about the organization. This facilitates the 
agency to do their job much better. 
3. Not unnecessarily bargain for the fees charged by the agency. 
4. Motivate the agency to do a good work. Agency charges such as 
media bills, fees and other costs must be paid well in time. In no 
way the client should wait for the agency to remind of payment. 
5. Not change the agency for the sake of change. 
6. Approve the proposals submitted by the agency. The client 
should not argue for the sake of arguing. 
7. Give sufficient time to the agency to develop a good advertising 
campaign. The client should not put the agency unnecessarily in 
deadline crisis. 
8. Reduce disputes to a minimum. 
9. Finalise well in advance the charges for a particular plan or 
campaign. 
10. Up-date the agency with any information from his side that 
would help the agency to serve the client better. 
Yet, whenever something goes wrong, the brunt of criticism 
comes on the agency and many times the relationship terminates. 
Many a times, there is a change just for the sake of change. 
Advertisers prefer an agency that is currently popular in the market, 
such as the Lintas and the Everest in India. Sometimes the agency 
itself voluntarily resigns from an account on some ground or the 
other. There may be different puritans, opinions, thoughts, etc., or 
the agency may be wanting to accept another competitive account. 
Usually an agency keeps on abandoning consistently losing 
accounts, i.e. those advertisers who make losses over the years. It 
may also resign when a client becomes over-bearing. May creative 
people in the field of advertising do not like to be simply dictated by 

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their clients about their own professional work. If things go too far, 
such clients may be abandoned. However, client turnover is not a 
healthy practice as it puts both the parties to a loss. But under the 
unavoidable circumstances, there may be no other alternative but 
to turnover too another client.