Hi, this is mostly a question for account management and strategists. I’ve been in advertising for a while, and am back in this market after working in others. The main thing I’m noticing that is driving me bonkers is the lack of client talent here. Across the portfolio I oversee it is very rare to get a client that understands how to brief an agency partner (creative or media or pr); there is limited capacity to really focus on objectives other than tactical KPIs.
Is this common/any advice?

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A few years ago, a CMO in Canada (I think at Kraft) wrote an article for one of the trade pubs about how bad the client-side marketing talent is in Canada.

That said - complaining about clients not knowing how to brief the agency is bullshit. Look at it as an opportunity to help them write the brief. You then get to shape it while strengthening your relationship (and their dependency on you).

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Sounds like your only option left is to leave the market.

“Everyone talks about the agency of the future. No one talks about the client of the future.”
- Arthur Sadoun

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🥲

That’s a yes, isn’t it?

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