Dubai: In a busy, fast-paced advertising, PR or marketing agency, it’s all too easy to treat clients like kings and suppliers, well, like suppliers.
After all, the relationship between a client and an agency is rather unique, in a business sense. Unlike other elements, which support a business, agencies are often (and should be) accepted as strategic partners, with both parties working together to mutually agreed upon business objectives.
The best agencies do not simply take a client message and re-work it graphically; they act almost as an extension of the clients’ in-house team, by being a close collaborator as well as a key marketing partner.
An agency’s performance also greatly depends on how well it understands the corporate culture of the client in question. Good agencies should strive to build close relationships with their clients so they can fully understand their business and be a part of strategic decisions.
They should be very much on the inside.
Suppliers on the other hand — we’re talking printers, signage companies here — are not ordinarily viewed in the same way but are actually integral to the process.
If you need a last-minute brochure for that big pitch or are printing signage for your genius new campaign, it’s imperative to have them on side so they can deliver the goods when the pressure is well and truly on.
Treating them with respect and trust therefore, will mean you can rely on them in a so-called ‘crisis’. If you are loyal to your suppliers you can expect them to support you when it really matters.
And to take it one step further, it’s worth noting that it does pay to bring in suppliers early, in order to improve and develop that winning initial idea, thus creating a more robust solution.
A supplier’s insider knowledge — if utilised effectively — can certainly improve upon an agency’s core concept and progress it in the right direction.
Sourcing good, reliable suppliers and maintaining solid relationships with them can become a secret weapon or a hidden resource, giving your agency that much sought after competitive edge.
This edge can lead to increased business opportunities and, of course, improved performance — so cultivating a carefully curated network of partners and suppliers can be critical to long-term success.
Whether a well-known global conglomerate or modest local firm, businesses of all sizes can benefit from establishing solid relationships with their suppliers.
Cost always has to come into it, of course, but this isn’t just about cutting the best deal. It’s far more savvy to ensure that the suppliers you do choose to work with continue to improve your own output and offering.
You should be able to depend on their skills and expertise with full confidence.
Remember, this supplier–partner relationship just wouldn’t be possible if an agency is having to consider three competitive quotes from different suppliers, as this more often than not, will be judged purely financially.
Crucially, pitting suppliers against each other in this way won’t take into account the quality of the printing or the use of innovative materials, not to mention a supplier’s reputation in the region and overall experience.
In our eyes, it pays to focus on fostering longstanding, trusted relationships.
Trust, understanding and confidence are all key elements in these unique relationships. It’s all about communication between the two parties, which somewhat surprisingly is not the forte of some so-called communication-focused companies.
In essence, treat suppliers as you would a client. Consider them from a different angle, turn them into a business partner, an ally, an extension of your in-house team.
They are suppliers first and foremost, yes, but they are also key in driving your business forward.
The writer is Head of Account Management, North55.
