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Opinion: If you get on a roster, the hard work's just beginning.(customer relations of marketing agencies)

Marketing Event

| March 07, 2007 | COPYRIGHT 2003 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Over the past few years there has been an increasing trend towards clients developing rosters of preferred agencies. This trend, along with the greater involvement of procurement, has made the challenges for agencies greater than ever. But for the select few on the roster, the potential rewards are far greater.

Agencies have had to raise the bar, creatively and operationally, to pass the selection process. This benefits the industry enormously, building our reputation as a credible part of the marketing and communications mix. Once appointed, agencies are in a smaller competitive pool for the client's work. Rosters streamline the pitch process, and since the agency …

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