What makes a great agency?

AOTY    JUDGES   MAS

Malaysia - With the Agency of the Year 2012 approaching, Advertising + Marketing asks the client-marketer judges on their take on the age-old issue of client-advertiser relationship and what makes an effective agency. 

According to Hemalatha Ragavan, vice president of marketing at Permanis Sandilands, proper understanding of the client's business is crucial. The agency should also understand the challenges the client is facing in the market from competitors and the economy, which she sometimes saw to be lacking.

Ragavan added that the agency should always ensure timelines are met through proper planning and most importantly, they should ask relevant questions related to the brand and to be able to understand the brief from the client.

"There are times when there is a disconnect in this area resulting in frustration and sometimes delay in timeline," she added.

Her advice to agencies on building better relationship with their clients is to ensure that their account-servicing person has spent enough time with their client.

"Sometimes, time is an issue as the account manager has too many clients and projects running at the same time. This would greatly help to approve the relationship between client and the agency" she added.

Echoing Ragavan's sentiments Khairul Syahar Khalid (pictured), head of advertising and promotions at Malaysia Airlines, says agencies should constantly explore and propose opportunities within their areas based on the client's business realities/challenges.

Khairul added both clients and agencies should put in effort, with the client providing as much information to their agencies and the agency should come up with the solutions for their clients without having to be briefed.

Both Ragavan and Khairul, along with the other judges of Agency of the Year 2012, will be taking these points into consideration when judging this year.

The submission deadline for both Agency of the Year and the MARKies has been extended to this Friday, 20 April. For more details on the Agency of the Year Awards, visit the official site.

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