10 things agencies need to know about clients

Martin Jones is the owner of AAR, a consultancy that helps advertisers choose and work with all kinds of communication agencies.

10 Things Agencies Need To Know About Clients

Martin Jones AAR

While advertising agencies are invariably expert at understanding their client's target audiences they are often not so skilled at identifying with their own target audiences, namely their existing clients and prospective ones.

Particularly at the new business stage, agencies rarely think about clients as human beings, or indeed try and understand their motivations and mindsets.

If they treated consumers in a similar way they would not last long, yet they feel they can get away with it when it comes...

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