Should agencies boast about former clients?

Agony uncle and University of Westminster's visiting professor of PR Trevor Morris gives it to you straight.

Trevor Morris: PRWeek's agony uncle
Trevor Morris: PRWeek's agony uncle

Is it fair for an agency to use former clients’ names, branding and past campaigns when attempting to extol the virtues of their set-up, even if those clients no longer work with them and, in some cases, may have decided to end the relationship?

Generally, the better the firm, the more current the client list. The most recent job on your CV is the most interesting to a future employer, but that doesn’t mean your previous experience is without relevance. Ditto client lists. Agency/ client relationships end for all sorts of reasons, not always to do with the quality or effectiveness of the work.

It is up to the buyer to check references – something that few clients seem to do.

Got a problem? Contact Trevor at

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