Mad Men vs. Crazy Clients panel

NY/IABC brought together on September 19 GE's vice president of communications and public affairs, Gary Sheffer; Weber Shandwick's president, Andy Polansky; Korn/Ferry's managing director, Richard Marshall; and moderator Valerie Di Maria, principal of the10company for a discussion on how to develop successful client/agency relationships.

All panelists agreed that a true partnership between a client and its agency is necessary in order to achieve mutual success. An agency is akin to a new team member and both parties must feel the relationship is a cultural fit.

Keys for the client are:
?Be invested in the agency and the communications program
?Participate in the planning and execution process
?Provide the agency with the tools it needs to succeed

The agency must:
?Take the time to really understand the client
?Be able to sell an idea as well as deliver on a plan
?Listen and adapt to the client?s needs
?Constantly think strategically and challenge the status quo rather than settling into a daily routine

From left to right: Rob Drasin, President, New York IABC and President, Trident Communications; Valerie Di Maria, Principal, the10company (Moderator); Richard Marshall, Managing Director, Korn/Ferry; Andy Polansky, President, Weber Shandwick; Gary Sheffer Vice President Communications and Public Affairs, GE?

More NY/IABC events can be found here: www.nyiabc.com

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Source: http://www.odwyerpr.com/blog/index.php?/archives/5154-Mad-Men-vs.-Crazy-Clients-panel.html

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