Client service deserves more respect

Many clients perceive client service as being too focused on getting the job done and not enough on strategy. In many instances their perceptions are justified, but fortunately there are always exceptions to the norm. The truly professional client service team invests hours in seeking innovative solutions to problems, staying abreast of trends, and ensuring that client needs are effectively met. One of the greatest challenges is the development of enduring and mutually beneficial relationships between clients and agencies.

To sustain partnerships, particularly in the media environment, clients should be involved in the development of communications and media strategies at the onset. A vital role of client service is to meld an intimate understanding of the role of other marketing tools being employed and ensure that all communications are indeed integrated. The depth to which we understand our clients' business is crucial to our ultimate success.

Client Service is ultimately a multifaceted business process; we identify business imperatives and formulate strategies to match. At MediaShop, we encourage clients to challenge us strategically to improve communication. In my view, the main role of client service directors in either the advertising or media agency environment is to provide broad business direction for the accounts within their portfolio.

To earn respect for the client service discipline, we need to demonstrate our skills and prove our intellectual value. This means taking control, assertively become involved in client businesses, building relationships with them, and having learnt and understood their business and philosophy, convince them that we do not "copy and paste" our strategies because we are real thinkers.

We are not 'runners'; we need to talk and walk as 'industry intellectuals' to gain client and industry respect.