Existing clients are neglected as shops seek new accounts

Most clients find that their grievances with advertising agencies fall on deaf ears, with shops more interested in wooing new business prospects than in looking after their existing clients.

Most clients find that their grievances with advertising agencies

fall on deaf ears, with shops more interested in wooing new business

prospects than in looking after their existing clients.



These are the findings of a report published by Relationship Audits and

Management, which audits and assists client services companies.



More than three-quarters of those surveyed admitted that while changing

agencies was a last resort, inevitably it was because their agencies had

not listened to them.



The report surveyed more than 2,000 clients at senior and middle

management level. The common thread was that accountability had become

increasingly important in all aspects of the client/agency relationship,

with 75 per cent of client decisions to move based on perceived poor

service.



The clients surveyed added that they felt agencies were spending too

much time trying to make a fast buck by wooing potential new business at

the expense of existing clients. Nearly three-quarters said they thought

agencies incentivised staff to win new business, while only 19 per cent

believed the account team was rewarded for good management.



Seventy-five per cent of unhappy clients that are seeking a replacement

agency have not told their incumbent, according to the report.



Simon Rhind-Tutt, the managing director of RAM, said: ’Clients would

rather not move their business unless absolutely necessary as the costs

are considerable, but there is a distinct lack of relationship

maintenance in the advertising industry.



’There is a feeling that agencies need to focus on profitability and

building relationships and not just on picking up new business.’



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