‘The comfort zone of agencies is the cringe zone of clients’ | Mumbrella360 video
During the following session from the Mumbrella360 conference, a panel of ex-agency CMOs attempt to figure out how to bridge the “cringe zone” gap between clients and their agencies.
Julia Vargiu, founder and principal of New Business Methodology tells the audience at June’s conference: “Clients say they feel uncomfortable with the way the majority of their agencies approach them.
“This is not just new agencies who are angling for a project or a place on the roster, or the next pitch list, but this includes even their existing agencies, who often come to them cap in hand asking for a brief or more money.
“When it comes to new business, the comfort zone of agencies is the cringe zone of clients. So why does this gap persist between what the agencies are selling and what the clients want to buy?”
