The client/agency divide: mutual respect is the key to symbiosis
Hugh Fletcher, Digital Business Consultant at Salmon, recently gave his view on how agencies and clients need to respect each other’s expertise to work together successfully.
Hugh, who joined Salmon 6 months ago, was previously Head of Digital at Audi UK, and therefore has the view from both perspectives, client and agency. He provides unique insight into how achieving symbiotic client/agency relationships is challenging with major contributing factors including lack of perspective, understanding and appreciation.
Hugh also said: “My experience tells me that the best relationships are those where the exchange of money becomes secondary to a mutually beneficial exchange of information and mutual success.”