The client/agency divide: mutual respect is key to symbiosis
Hugh Fletcher, Digital Business Consultant at Salmon, a Wunderman Commerce Company, 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.”