10 years and still together: recipe for a strong client/agency relationship
Long-standing client Berry Medendorp, Senior Manager Global Outbound Marketing at Belden Inc., visited the EMG office recently to highlight the ingredients behind a successful commercial partnership.
Over the last ten years, Belden’s media activities have evolved with the company as it has grown from cable provider to offering signal transmission solutions. What started from scratch has gradually evolved from low-key EMEA PR to today’s multi-faceted, global programme fully-integrated into marketing and corporate strategy.
EMG has been a constant at Berry’s side throughout this transformation. And we’re still there to support his global communication challenges.
Berry puts this long-term client/agency relationship down to a number of factors. The agency’s ability to understand Belden’s issues and priorities, use these as the basis for interesting tactics and news angles, and get attention from the media that matter…all within budget.
But he also believes communication is what it’s all about. Agencies and clients should want the same things and it needs trust and openness to ensure the common threads are maintained. Only an ongoing dialogue can deliver the results.
Berry’s journey into the mindset of a client opened our eyes to the often unspoken challenges. Yes, the willingness of both parties to give and take (with lots of giving from the agency side!) and demonstrating return on investment really do matter. And so does the importance of having an agency that questions, is honest and accountable, and sets realistic targets.
Ten years on, we are pleased that EMG’s relationship with Berry and Belden continues to stand the test of time, and has delivered many successful media campaigns. We’re looking forward to a future where we continue to grow together.