Campaign India Team
Nov 18, 2010

Video: Starcom's GPC on healthier client-agency relationships

It's especially tricky in an environment where people on the brand are changing far quicker, contends Liquid Thread's Terkelsen

Video: Starcom's GPC on healthier client-agency relationships

Recently, Campaign India caught up with Starcom MediaVest Group's Global Product Committee (GPC), when the members were in Mumbai.

In the third part of the conversation, we asked Brian J Terkelsen, president and managing director, Liquid Thread, Sarah Kramer, executive vice president and managing director, MediaVest, Esther Franklin, EVP and director - cultural identities, Starcom MediaVest Group, Jeff Marshall, senior vice president and director, Liquid Thread, about what can be done to build healthier client-agency relationships.

According to Terkelsen, trust builds great work and solid relationships. However, the flow of people within the agency and at the client's end is a reality that cannot be ignored. "When people are coming and going and you're creating new relationships all the time, it's like going back to the altar for another wedding too soon," he says. Marshall added that mutual respect grows from a commonality of cultures between the client and the agency.

Campaign India