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 Fiduciary. |
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Fiduciary. |
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Effective
campaign building is a collaborative process requiring extraordinary
levels
of trust between clients and agencies. Earned trust!
When you trust your best interests to a doctor, a banker, an attorney, an investment broker, or a full service agency, you're hiring a fiduciary. Communications companies that share strategic and competitive information need to be fiduciary. As true "agents," they are assigned limited power of attorney to represent their clients' best interests to media, vendors, and other resources. Working among diverse interests and protocols, to research and create strategic campaigns from within the "inside loop," true agencies steer clear of potential conflicts of interest and are obliged to consider everything -- both external and internal -- which may be of potential value to their clients. They encourage competition between vendors with this in mind. Trust
can't
be
bought.
It's something you earn. Marvin Minsky, the father of artificial intelligence, is allegedly said to have observed, |
"You
never really understand anything until you understand it more than
one way." Communications that campaign for well-defined results in media often need dimensionality and depth to make and leave an accurate impact on the mind. The mix, weighting, and sequencing of different media in a campaign are critical to the way your message gets delivered, understood and remembered. Communicators need full access to all media domains and disciplines as needs dictate. Yet, most marketing service companies are specialists. They practice from one or a limited set of the communications arts and sciences. Whatever they sell is what they prescribe. They are not "agents" acting in behalf of clients but vendors selling what they do to clients. Conversely, full service fiduciaries that work across all media domains and disciplines for well defined marketing objectives are agents for their clients' bottom lines. As strategic partners, they recommend and do whatever is necessary to secure specific results. These agencies generally make potentially better campaigners because they retain an ability to diagnose across media with a |
broader and deeper array of
contextual options. They are free as authorized by their clients to
integrate, test, tweak and make objective and timely
adjustments to campaigns as needed to optimize results and leverage
their
clients'
communications investments.
A marketing campaign is the company's life's blood. It can make you or bury you. Your agency's versatility and full commitment lets it manage strategies in-progress with each hand knowing what the other is doing. You shouldn't think of trusting anything this vital to specialists any more than you would trust a toothache to a proctologist. Of course, your agency's full service capability doesn't mean you will get "full service." You also need an across-the-board, bottom-line commitment that incentivizes its people. Service
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| Architecture | Branding | Creative | Media | Marketing | Commandments |
| (L fiducia = trust; one to whom power or property is entrusted for the benefit of another) |
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| Copyright © 2001 Hunter Finch Ltd., all rights reserved |
