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Art & Commerce: Letters - Agencies to Clients - Tell the Truth

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Regarding Alison Fahey's "Presumed Innocent" [Art & Commerce, Aug. 2], we know clients don't always tell agencies the truth. But I believe we have a hard time accepting there are clients--to which we bend over backwards and sometimes trust too much--that repay us with deceit.
Why do some clients ask the agency for innovative creative, and then make it do what they wanted all along? Why do clients invite agencies to pitch when the decision has already been made, or encourage the incumbent to "pitch hard" for the account when all is lost? I hope your article, and others like it, will make clients more aware of how their actions affect a lot of good people's lives.
I often have to remind myself there are great clients out there, which treat their agencies as true partners. This is what keeps me going in this business.
Paul Casanova
President
Casanova Pendrill Publicidad
Irvine, Calif.
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Marketing Firms To Clients: Howdy, Partner
Arthur A. Anderson's commentary, titled "A Study in Realism" [Art & Commerce, Aug. 16], struck a positive nerve. We, too, strongly believe that marketing communications firms like ourselves must act as strategic marketing partners to clients.
Why? Owing to corporate mergers, buyouts and budget cuts, client bench strength is leaner than ever--yet the need to produce sales, profits and return on investment has never been greater. Real client talent is identified early on and often set on a fast-track career-development path; tenure in brand groups can be less than a year. A good agency easily becomes a link of continuity to clients--the "gatekeeper" of the brand. Responsibilities (and accountabilities) of the agency increase accordingly.
Anderson's suggestions make all the sense in the world. If clients today cannot say their marketing communications firm or ad agency is a true strategic partner, then it's probably time to reassess roles and responsibilities in the relationship.
Thanks for a commentary that is right on--it's always fun when you can agree with a consultant!
Brad Back
Senior vice president, group director Rhea & Kaiser,
Naperville, Ill.
Agencies to Clients:
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Tell the Truth
Regarding Alison Fahey's "Presumed Innocent" [Art & Commerce, Aug. 2], we know clients don't always tell agencies the truth. But I believe we have a hard time accepting there are clients--to whom we bend over backwards and always give more than expected--that repay us with deceit.
Why do some clients ask the agency for innovative creative, and then make it do what they wanted all along? Why do clients invite agencies to pitch when the decision has already been made, or encourage the incumbent to "pitch hard" for the account when all is lost? I hope your article, and others like it, will make clients more aware of how their actions affect a lot of good people's lives.
I often have to remind myself there are great clients out there, which treat their agencies as true partners. This is what keeps me going in this business.
Paul Casanova
President
Casanova Pendrill Publicidad.
Irvine, Calif.