Several years ago when I worked in the engine industry it was regarded that a car business would not use an promotion agency that had been doing work for another car business, generally on the cornerstone of some hazy ill-defined suspicion – or easy workout of power for its benefit – significantly publicised power represents needed place around this process – with sporadically an agency converting from one account to a far more lucrative/more prestigious one بسپارمارکت.
All the while this was going on the look agencies, like Pininfarina and the executive consultancies like Ricardo, had for decades been beneficially and securely doing work for numerous car and motor manufacturing companies – actually in some cases one car business e.g.
Porsche or Lotus, planning major parts of vehicles for another manufacturer. That spread ultimately to the promotion scene where it became accepted that expert experience is the important element and could be accommodated very comfortably.
Having worked over nearly 20 years for professional component companies that contemplate themselves to be “competitive accounts” – and performed so to the benefit of all – I still from time to time come across the opposition that having “competitive accounts” debars an agency from different work.
The dream of competition – really the 2 companies are seldom if ever really rivals at the promotional level. Their products often overlap to a much reduced level than they feel – surprisingly small in fact. Even though they might maybe not recognize this as they have a tendency to see the little area where they do overlap and ignore the enormous parts where they do not.
That is very understandable at a psychological level, since a simple strategy of business is to diversify to services and products that others don’t have. Similarly they might properly approach the market differently e.g. one selling primary, another through distributors.
Their consumers may inhabit various markets e.g. one is targeted on medical and another on automotive. So the company is selling various services and products to some other market through various channels. Where’s the competition?
“Refusal of service” – basically the leveraging of business to deny another business the solutions of a good agency. While obviously a valid business reason, if the company is an authentic rival and when it operates – this also works out to be illusory since like accountants, engineers, and different suppliers you will find generally more out there and your “competitor” will just use another “good” one. You won’t end them reaching great campaign however you will sour the relationship together with your present agency.
The idea that professional marketing agencies are party to “secrets” at all. Obviously this can be partially correct though since everything an agency has information to is destined for publication in an exceedingly short time frame, this really is less important than could be imagined – undoubtedly we are actually maybe not worried in the B2C groups that a rival will spoil a campaign by finding there first.
And it suggests the question – what is a key and from whom? It is outstanding how many “secrets” are freely mentioned and trusted to different outsiders such as for instance offer associates, component suppliers and friends in the commercial, staff that move etc. Market markets are such shut knit areas that the final people to be worried about leaking will be the expert agencies whose living depends on their security.
Specialisation – like an engineering consultancy a marketing agency may build expert experience in their subject which could cause savings over time and price as well as enhanced performance. That is really true and worth careful consideration – it’s in the end that which you are looking for and assume to pay for for.
Commitment – specialists have to be determined to keep up their performance side and name prior to the generalist agencies. And recognise that they are in an exceedingly small and competitive niche. They also have to take unique care about the protection of information because the suspicion appears to keep that they can “leak secrets” ;.