We’ve looked at partnerships and adversarial relationships. The third type of agency/client relationship is a confused relationship. Confusion can stem from a lack of knowledge by either party or both parties. For example:
- The client doesn’t understand agency processes.
- The agency doesn’t understand the client’s business (this could mean the industry, the internal politics, etc.)
- The client doesn’t understand basic marketing principles. This can happen at junior or senior levels, e.g. an entry-level client who has no experience in marketing is hired or a Finance Director assumes responsibility for the marketing department.
A confused relationship can lead to an adversarial relationship.
