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TRAILMIX: A Boondock Walker Blog

Perspectives on brand strategy, design and technology

The Growing Divide Between Agencies and Clients

We need to get real. There’s a growing gap between the work agencies are doing and the work that clients actually need. We as agencies seem to spend more time fulfilling wishes like genies than we do listening to clients and then presenting them with solutions, perhaps even pushing back if what they think they need doesn’t actually match their goal or how to get there. Many agencies aren’t even qualified to do the work they are selling, but in order to compete with everyone else, they sell it anyway and figure it out as they go. They are afraid they will lose the client to a “full service” agency if they choose to specialize in one or two fields. That fear drives them and suddenly you have a team of people who specialize in social media marketing doing research, positioning your brand in print and digital and writing...

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