Magazine article Marketing

Comment. (Careers)

Magazine article Marketing

Comment. (Careers)

Article excerpt


Like many people in the direct marketing industry, I initially drifted into direct marketing. But following my decision 18 months ago to be part of the team that has set-up Entire, I guess I'm in for the long-term.

The excitement for me is the people the industry attracts, and the energy and pace at which relationships operate.

Like any good relationship a client/agency partnership must be based on trust, mutual respect, communication, empathy and enthusiasm for each other. These obviously take time to build up and establish.

But is it simply enough to work hard and achieve objectives, and then wait until sufficient time has passed for a good relationship to be established? Orare there ways to speed up the process?

From the agency perspective it is essential for the team members to understand the culture of the client organisation, and its working environment. If the client team can also gain a real understanding of the agency, this is also a great advantage. …

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