These days, a big part of our early conversations with new clients is about understanding whether they have a clear idea of what they want from any potential relationship with an agency.
Why? Because a marketing strategy will only succeed if it is in service to a clear business goal that everybody understands. That’s why, when we put a campaign together, strategy leads tactics - every time.
It sounds obvious, but as ACM co-founder Matt Barr explores in a recent blog, it is surprisingly common for a brand to start working with an agency without fully understanding what they want out of the relationship.
This context is one reason why our early conversations with our new client Passenger have been so refreshing. Early on, we recognised that the team behind Passenger have a complete understanding of their brand positioning, approach and goals - and where marketing fits into that bigger picture.
Naturally, spirits are high - and we’re looking forward to collaborating with the brand on the type of ambitious, multi-channel content campaign that has been the hallmark of our work with long-standing clients such as Adidas, Arc’teryx and Elan.