Being an agency is tough. The advertising landscape is in a constant state of flux, and remaining relevant in a rapidly evolving world is not for the fainthearted. Within this landscape, all clients are unique.
They have different perspectives, objectives, challenges and requirements, creating the need for a dynamic agency that is attuned to the diverse demands and business realities of disparate brands. This can only be achieved through constant dialogue and questioning.
What do our clients really want when it comes to creativity and agency partnerships? How can we help them navigate the confusing and often daunting world of digital? And how do we develop solutions for brands with diversified strategies and business objectives? After all, not only are our clients spread across different industries, they’re spread across different geographies too.
To reach a better understanding of what clients seek, I sat down with several business leaders for a series of open conversations. The discussions were surprising, enlightening and above all constructive, showing the importance of candid two-way conversations.
Clients want creativity more than ever, though their understandings of it vary
I’ve always believed that the creative product is central to everything we do. We have to obsess about it. We have to focus tirelessly on producing great work. That requires bravery and innovation. It also necessities the recognition of the centrality of creativity in building businesses. We are, after all, in the business of ideas. And there has never been a greater arena for those ideas.
As Hossam Dabbous, Chief Marketing Officer at Pladis MENAI, says: “Creativity is the oxygen of business. It permeates every aspect, from product innovation, all the way to procurement and brand experience.”
But while all clients are looking for agencies that are capable of delivering exceptional creative work – work that stands out, cuts through the clutter, and effectively communicates their brand message – their needs and expectations vary significantly. Some are courageous. Some are conservative by nature.
Some seek impactful creative work that truly connects with audiences. Clients such as Thierry Sabbagh, President of Nissan Saudi Arabia and Managing Director of Nissan Middle East, who believes that “creativity goes beyond delivering a brand message; it ensures resonance with customers across diverse cultures. Creativity assists the brand in distinguishing itself and must be executed through effective and optimised media, utilising appropriate tools to monitor and evaluate performance.”
For others, simplicity is key. That means developing meaningful solutions that enhance consumers’ lives. “Creativity isn’t about generating grand or extraordinary ideas,” says Haroon Rasheed, Senior Marketing Head at Landmark Group, “but rather about approaching the task with simplicity and considering how we can positively impact people’s lives.”
Creativity can also have a tactical and strategic nature, revolving around precise and targeted messaging. Ramez T. Shehadi, Managing Partner at Spark Ventures and former Managing Director at Meta MENA, believes that “creativity involves enabling consumers to have personalised experiences and emotions that are unique to them.” There are also clients who expect creativity to generate holistic brand experiences for their consumers. Dabbous, for one, seeks “a holistic experience with design as its focal point.”
Creativity holds infinite interpretations for different clients, and agencies cannot address them with a one-size-fits-all approach. They need to take it upon themselves to actively listen, align with each client’s unique needs and requirements, and continuously adapt to provide tailor-made solutions. By doing so, agencies can create impactful work that yields significant results and secures a larger share of the future for their clients.
If agencies get this right, then dynamic relationships can be built. Partnerships are central to the success of any agency, and once trust, chemistry and mutual respect have been forged, greater business impact is possible. Brands recognise this. They understand the importance of collaborating with reliable agency partners to fulfil their growth objectives. These partnerships play a vital role and impact every stage of a brand’s business.
Clients rely on their agency partners for strategic expertise and creative output that is aligned with the essence of their brand. To provide this, agencies need to gain a comprehensive understanding of a client’s business and industry landscape, as well as the client’s objectives, market dynamics, and target audience. This knowledge enables them to deliver impactful strategies that drive business growth.
Moreover, clients seek support from agencies to achieve creative excellence through the utilisation of suitable media channels. After all, agencies possess the knowledge and expertise needed to identify and leverage the media platforms that resonate most effectively with a client’s target audience. Agencies are able to employ robust performance tracking, analysing key metrics, and providing valuable insights and recommendations to enhance campaign effectiveness.
As Sabbagh says: “Any business aspiring to grow requires a strong agency that fulfils a crucial strategic role, ensuring the message is sharp and aligned with the brand essence, while delivering creative output through appropriate media and channels. It is essential for the agency to possess the necessary tools to track and measure the performance of the creative.”
What’s more, clients value agencies that can cultivate strong and authentic partnerships, showcasing a deep level of commitment, ownership, and transparency. Rasheed aptly states that, “when we seek agencies, we not only look for creativity but also for a robust partnership. We seek a level of ownership that agencies can embrace and absolute transparency in our collaborations.”
The ideal agency partner actively contributes to shared objectives, taking ownership of challenges and collaborating closely with the client to co-create meaningful and impactful outcomes. Shehadi underscores the significance of co-creation and an agency’s ability to “embrace the client’s reality, sit on the client’s side of the table, adopt the challenge as their own, and work hand in hand with the client to produce something meaningful, impactful, and resilient.”
Clients are looking to forge true partnerships with their agencies. This is an indisputable fact. Partnerships that are based on full transparency and hand-in-hand collaboration. The goal being to achieve real, tangible results that respond to their business needs. Only through the cultivation of such partnerships is it possible to create culture-shifting work with the power to transform businesses.
What did I learn from my conversations? Three things. Firstly, there’s never been a better time to be in our industry. Agencies have an essential role to play, as clients increasingly rely on us for information, guidance, and solutions amidst an explosion of touchpoints. We have the opportunity to assist clients in navigating new territories, which contributes to a promising future for our industry.
Secondly, the power of the big idea remains timeless and crucial. Regardless of evolving technologies and the constant need to keep pace, agencies possess a unique skill: the ability to generate exceptional, innovative ideas that set brands apart from others.
And finally, it is essential to prioritize the establishment of strong partnerships based on an understanding of client needs if you want to generate outstanding ideas and achieve exceptional outcomes. By actively listening to our clients and empathizing with their perspectives, we can create remarkable results. The strength of the partnership directly correlates with the quality of the outputs we produce.
This is the essence of our industry and what we strive for. Clients and agencies must work as one, with a single-minded, laser-like focus on forging relationships capable of transforming a client’s business.
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