10 Things Agencies Need To Know About Clients

Martin Jones

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 to the client world.

'Clients' are not some amorphous mass who are all programmed to think and act in a machine-like way. They are human beings, looking to agencies to solve their problems.