The issue of client conflict has become increasingly complex in today's business environment. The following background and guidelines are here to help you navigate through these complexities.
Background
More Complex Today Due to:
- Consolidation of advertisers and agencies.
- Global expansion of both (e.g. local office servicing small potion of global account vs. larger regional or local accounts)
- Interlocking and overlapping services in business categories (e.g. financial services; telecommunications; information technologies; etc.)
- Situational strategic alliances between competitors (competitor on one hand vs. collaborator on the other)
Impact
- Lessens Choices for Advertisers/Opportunities for Agencies
- Fewer/Wider Corporate Umbrellas Increase Potential Conflict Between Strategic Work at Corporate Level and Product Assignments
- Obstacle to Timely Decisions When Speed is Crucial
Recommended Guidelines
- Use Agency Brand vs. Holding Company
- Accept Agency Office as Valid Separation (different staff ok; law firm, CPA approach)
- Accept Unbundled Services as Valid Separation
- Base Conflict on "Brand vs. Brand" or "Product vs. Product" rather than at Division or Corporate Level
- Based on "Real Business" Issues on a Product by Product and Country by Country Basis
Privacy Policy
Best Practice Guidance: Ownership of Agency Ideas, Plans and Work
Developed During the New Business Process