Tricia is a registered dietician with an MBA, which probably explains her love of healthy cooking and marketing. She has spent much of her career building brands for online and offline businesses in the food, beverage, OTC drug, financial and hospitality industries. Tricia is renowned for her research and problem-solving skills, and she parlayed this strength to launch a variety of products for Berry Health, Boots Healthcare and Wrigley Canada, as well for a number of not-for-profit organizations.
Q5 Do you work on the agency side or client side?
Agency side, although I have worked both.
Q6 What makes a good agency/client relationship?
Trust, knowledge, understanding, communication, organizational skills
Q7 What’s your best tip for building a good agency/client relationship?
Like a marriage there is a romantic stage, power struggle and then real love and flow.
Q8 Have you ever been in a difficult agency/client relationship? If so, were you able to improve the situation? How?
Client does not like the creative expression – stuck. Go outside for new ideas and redo the work.
Q9 What do you wish clients understood about agencies?
How much time and effort and planning is really part of the business particularly online.
Q10 How can agencies add value for clients?
Be an extension of their team and marketing departments; understand the business better than the client.
Q11 How can clients get the best out of their agencies?
Acknowledge, include and compensate.
Q12 Have you noticed any recent trends in agency/client relationships?
Digital has caused clients to be confused who does what. Clients also have no understanding of online tools (traffic generation and traffic conversion) they think it is display ads and social networking.
Young staff with no strategic skills making decisions.
Q13 Which past agency or client was the best to work with? (Past relationships only, please.)
Wrigley Canada and US.
Adversarial Agency/Client Relationships
Partnership Agency/Client Relationships
Confused Agency/Client Relationships
Integrated Agency/Client Relationships
Imbalanced Agency/Client Relationships