Six steps to recession-proof your client-agency relationship

Libby Child

Cut the budget! Reduce the number of agencies! Call a pitch! Ask everyone to take an automatic 15% reduction…

These are not unusual responses by marketing directors to the current tough climate. But they are hardly actions likely to gain them the respect of agency partners.

It has long been established that those brands which continue to communicate their values in recessionary times receive long-term sales benefits (and you can read demonstrations of this on WARC Online here). But now there is also research to suggest that clients which continue to treat agencies as partners will also get long-term business payback.