Question

Topic: Student Questions

How To Handle A Big Client By A Small Advertising Agency

Posted by Anonymous on 25 Points
hi again...i want ur viewpoints on this situation:
Assume you are the president of ABC advertising agency that has had a good client-agency relationship with a national automobile advertiser for 15 years. You are invited to make a presentation for the account of a large, international automobile advertiser. Media billings for the international account are several times larger than those for your current client. How would you handle the situation?
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RESPONSES

  • Posted by Blaine Wilkerson on Member
    Assume you are a lazy student who cannot think for yourself. So you decide to go onto a forum and post assigned questions verbatim and expect nobody to pick up on it. Unfortunately, your half-wit attempt is immediately recognized and brought to the attention of the forum. You try to cover by stating you are a student doing some "research", but nobody buys it. How would you handle the situation?

    I detest cheaters and people who try to exploit the time and knowledge of those here in order to get themselves a good grade on a homework assignment. And to top it off, I really don't care if I offend anyone for saying so. It is a matter of ethics...and in my book on ethics of academia...you do your own work.

    Feedback is welcome, but please...if you wish to make an attempt to insult me on this one (gopisan), at least use an American reference to my candor. Not all of us live in the UK (or under it's influence).
  • Posted by Chris Blackman on Member
    Tough choice. Make a play for the big client, and lose the small one. In cold pragmatic terms:

    1. Assess the 15 year-old relationship. Is it reaching its use-by date? Or is the quality of the relationship so high, it could go on much longer?

    2. Is the 15 year old relationship profitable?

    3. How badly do you want/need the growth the new client could bring? what risks are associated with wining that business (aside from losing the 15 yo relationship)?

  • Posted by telemoxie on Member
    I would begin by asking myself two questions:

    1. Am I good at generating leads and finding business?
    2. Do I need more clients?

    If the answer to #1 is no, you are in the wrong business.

    If the answer to both questions is Yes, I would decline the offer to present, take my good friend to lunch without mentioning the incident, and go find some non-competing clients...

    Personally, I try to avoid conflicts of interest, especially when relationships with long-term clients are involved. I believe such an approach will get you poor grades from accountants and marketing professors, but good grades from clients.
  • Posted by Blaine Wilkerson on Member
    Oh my...I've heard it all now!

    You are right. Perhaps I should be a little more generous with my time and suggestions by sharing my thoughts with others.

    I apologize. Why don't you email your whole assignment to me and I'll do your homework for you. That way you get "real life" answers...not those stuffy answers in the textbooks. Great idea! That one just flew right by me!

    Thank you for allowing me to see the err of my ways! Boy, what was I thinking?

    Per your suggestion, I'll try to offer a little more help to others here in the forum. Looking back, I guess I really haven't participated much at all. My promise to you---I'll work on it...really work on it.

    If I or anyone else here can help you in anyway...all you have to do is ask...we are here for YOU!!!
  • Posted on Member
    You're right. We should all try to help others.

    I personally love to help people, so here's my suggestion for you sumerarafi.

    Go out and purchase yourself a really big book of English Grammar. I think that before you become the president of an advertising agency, you're going to need to know where to put those nasty ol' commas and how to spell "because", or how to survive in life with out spell check when you're tackling a really tough word like "strength".

    All the best and good luck with exams.

    PS -- even if English is your second language, it's still not an excuse. Especially in a professional forum.

    P.P.S -- Oh, and have a great Spring Break!

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