Public Relations Tactics

Hip Service: Adopting an Agile Approach to Client Service

August 4, 2017


Times are changing for creative agencies. The competitive landscape is becoming more crowded as consulting firms make forays into agency services, global agencies spin off arms dedicated to marquee brands, and everyone races to turn innovations like augmented and virtual reality into new offerings.

Together, these shifts are indicative of a broader evolution in client service. Industry mainstays like retainer-based contracts, end-of-month reporting and structured touch points are no longer enough to prove value.

Clients want more frequent, proactive interactions with their agency teams — a more collaborative approach, as marketing moves from big-bang TV ad campaigns to digital and continuous relationship building with target communities of buyers. When it comes to media relations, branded campaigns and digital strategies, clients don’t simply want to know how the sausage is made — they want to be on the assembly line.
For creative agencies, the simplest way to adapt to these changes may also be the same force that’s driving clients’ heightened expectations: adopting new technology and organizing for hyper-adaptability.

MyPRSA Login

Please log in to MyPRSA to read this article, as well as to view and leave comments.

New to PRSA?

Learn more about PRSA membership, and join a professional network you can count on.

Digital Edition