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Being in sync with client expectations

Ad agencies need to reimagine their role to be able to add value to clients

Snehasis Bose 

Clients live by business performance matrixes: growth in secondary sales off takes, number of bills , occupancy rate, et al. The client’s ‘partner-in-growth’, the advertising agency ignores most of the above and comes to the table with solutions that promise awareness, affinity and awesome-ness!   With the clients’ need for solutions for growth remaining unfulfilled she starts reaching out to business consulting agencies. For their rational, rigor driven, objective solutions that will ‘move-the-needle’ and pays them top dollar for it. Business ...

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First Published: Wed, June 21 2017. 22:05 IST
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