Sure, we've all experienced agencies that have acted with complacency or haven't performed as expected. But let's remember that we pick the agencies. We only get a complacent agency if we as a client are complacent. If we don't show contagious enthusiasm and belief in our product/organisation, then how can we expect our agencies to perform?
It is true that agencies often over-promise, which results in the relationship between agency and client turning sour as expectations are not met. But we must set clear objectives and targets, and pinpoint criteria for success, before we even think about consulting our agencies.
So I would think twice before blaming the PR agency at your next boardroom meeting.
Christian J Schultz, head of comms, Mattel CNEUR