Brand embodiment will transform the way you strategise
Agencies that can achieve full brand embodiment when acting as extensions of their clients team will deliver exceptional strategies and thus strengthen the client-agency relationship.
However, marketers often overlook the foundational aspects before developing strategies for their clients, writes Clarissa Harris.
It’s no surprise that the last 12 months of economic uncertainty coupled with brands relooking marketing spends for better or for worse, has resulted in strong competition as marketers battle it out in tender. Which is why when you do score a win, marketers must first prioritise embodying their client’s brand if they want to produce a groundbreaking strategy.
The secret to every good relationship is a strong foundation. However, brand introductions are far too often glanced over in the name of rushed deliverables and need-it-done-yesterday deadlines.
In order to set your client up with a strategy for long-term success and an equally rewarding retainer, marketers must challenge the status quo when it comes to client onboarding. So, what does that look like exactly?
Reminds me of the saying “‘measure twice, cut once”. Refreshing to see someone emphasise this critical starting point
What nonsense. The whole value proposition of an agency is they are seperate to the businesses. This approach means working yourself out of a job/convincing the client how much cheaper going in-house is. Agencies lose their mystic at their peril.
Sure, agencies bring a distinct outside perspective, and mystique is key. But sharing a few backstage secrets early on doesn’t mean the magic is lost – it strengthens our role as invaluable partners who offer direct expertise. The allure remains, showcasing our edge over in-house teams. It’s about amplifying impact, not losing ground.