Agencies need to “grow some teeth” to rebuild trust with clients

Geoffrey Precourt

Agencies need to regain the trust of clients, but must also push back against the unreasonable demands they often face in order to foster long-term success.

“I commit to saying, ‘No’ to clients who ask me to do ridiculous things in pitches.”

Mat Baxter, global chief executive officer of Initiative – an agency within IPG’s Mediabrands unit – was preaching to the choir when he drew the line in the new-business sand at the 4A’s (American Association of Advertising Agencies) 2019 Decisions 20/20 conference held in the suburbs of Washington, DC.

“Just look at the pitching situation,” he continued. “We’re now being asked to work on 120-day payment terms. All these things are crazy.

“Agencies need to flip from being passive to being much more proactive....

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