Guest Column: It takes two to tango- Jeremy Caplin, CEO, Aprais Worldwide
Collaboration pays. The more collaborative the agency, the greater the benefits, but clients must remember that they too must be prepared to play their part in this, writes Jeremy Caplin, CEO, Aprais Worldwide
Collaboration pays. The more collaborative the agency, the greater the benefits, but clients must remember that they too must be prepared to play their part in this, writes Jeremy Caplin, CEO, Aprais Worldwide.
In a recent interview, Marc Pritchard, global marketing and brand-building officer at Procter & Gamble, made it clear he expected agencies to collaborate, and ensure client campaigns are well integrated with the process, seamlessly. He went further, saying: “(Agencies’) complexity should not be our problem.”
Understandable? Client prerogative? Absolutely. But it goes beyond that. It also makes business sense for both the client and the agency. Aprais’ data from more than 15,000 client-agency relationship evaluations, over 14-plus years, shows there is robust rationale for this, too.
In support of Mr Pritchard’s comments, the data shows that clients who actively assess the “collaboration” of their agency partners view those that they judge to be good collaborators 8% more favourably than those that are not.
However, more important than this, and more likely to be on any client’s radar, is the actual impact it has on the work itself. Clients who share P&G’s stated desire to achieve a well integrated campaign find it far more with agencies who already adopt P&G’s mantra, judging their “integrated solutions” at 84.9 (out of 100). This is a staggering 69% higher than the work of those agencies that are not seen to collaborate well.
There is clearly a lot in it for clients, if agencies invest in a more collaborative approach. So far, so good. But is that all? Is it just a case of clients asking for more and, as a result of their status (and budget size), getting it? Here, the Aprais view (and data) is unequivocal – something more is also required of clients.
David Ogilvy’s insight from 50 years ago in his book Confessions of an Advertising Man was that “clients get the advertising they deserve”.
Aprais data supports Ogilvy’s premise with a 99.99% statistical confidence. In other words, there is an extremely strong co-dependency between client and agency performance – or, in his words, better clients do get better work from their agencies.
How much better? Top-performing clients score the creative output of their agencies at 83.7, which is a remarkable 37% higher than the 60.9 for those clients who are not at the top of their game.
Key competencies that contribute to a client being “top performing” include briefing, approval and timing. However, another element in the mix, as important as the others, is behaviour. In the same way that there is a plea for agencies to collaborate better, agencies need their clients to collaborate with them, too. It is no coincidence that those agencies viewed by clients as top-performing are those whose clients are seen as good at partnering and collaboration (79.6), while agencies seen as poor-performing work with clients who have scored 20% lower (63.8) on this criteria.
Now for a word of caution. In the marcomms industry, trust currently seems to be in short supply. Recent data shows some intriguing and, at the same time, worrying findings.
Client trust in agencies is eroding. In 2011, agreement with the statement “agency account managers are reliable and trustworthy” scored an impressive 97.5 (out of 100). By 2014, this had fallen by 14.6 points to 82.9. And agencies are aware of this, clearly sensing deterioration in how much their clients trust them. When asked whether the client “demonstrates trust in the agency”, the figure in 2010 for those answering “yes” was 78.2 (out of 100); by 2014 this had fallen to 69.3.
Inevitably, this leads us to the challenge that I mentioned at the start of this article. While it is right that clients are clear on their need and demand for their agencies to collaborate better with each other, are they doing what is necessary to collaborate better with their agencies? Or as Snow White’s stepmother might say: “Mirror, mirror on the wall…”
(This piece was first published in Campaign’s Cannes Perspective 2016 Global Issue as a Thought Leadership article)
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp