Understanding client–agency relationships in Brazil

Agency–client relationships in Brazil are less tenuous than in some other markets according to research from SCOPEN, but marketers there still say they receive an average of 31 contacts per year from non-roster agencies.

Why it matters

While the relationships between agencies and clients in Brazil are more stable than in some other countries, following best practices can help both sides get the most out of their tie-ups. The relationship between a client and an agency has to be tended so it can endure and flourish. For agencies, that process should include understanding the client’s business and key performance indicators (KPIs), finding new opportunities, and reacting quickly to evolving needs.

Takeaways

• Brand relationships with their roster shops are made up of three phases: the beginning; the consolidation; and maturity.
• To build and sustain relationships, clients and agencies can ask themselves a series of questions during each phase that essentially track the KPIs of the relationship.
• Pitches, especially during tumultuous times, don’t have to be inevitable. But when clients do look around, they cite three key needs: a deeper understanding of their business, a more proactive posture to identify opportunities, and a higher degree of responsiveness.