In the past few years, intense changes in the communication landscape have driven many PR agencies to take a more active and at times central role in clients’ marketing strategy. Creative agencies, traditionally the primary holders of client relationships and the first point of strategy development, often find themselves collaborating with communication agencies more extensively than they used to. Not surprisingly, with more pressure to perform than ever before, this can give rise to some tensions and growing pains.
But let’s get real: Ultimately, clients could care less who holds the authority among their vendors. Their view is, “We’re paying a lot of money—get the job done. Play nicely together and show us the results.”
Today, driving those results demands a balanced mix of disciplines. An effective marketing mix requires equal participation from creative and public relations agencies—not to mention CRM, traditional media and advertising—to best reach and influence consumers.
While there are often overlaps, both creative and communication professionals offer unique approaches and perspectives that can add tremendous value. That’s why consistent collaboration, teamwork and alignment are critical for success. And for clients, success is all that matters.
Business and marketing landscapes will continue to evolve rapidly and dramatically, but there is one guiding principle that will never change: The client comes first. Keeping a primary focus on what’s best for the client strengthens relationships among agencies and inspires the kind of collaboration that allows everyone to shine.