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Advertising: Retainers aren’t enough

‘Retainers’ aren’t enough to secure relationships. Most agencies think that having one with a client is in itself is a signifier of a strong relationship, but it isn’t. Retainers just mean secured income for a specific period; they don’t mean that clients are tied down to your agency.

How intimate are you with your client?

Remember, you are not the only pursuer; clients are constantly and consistently being approached by other suppliers. If you and your client aren’t intimate, just transactional, you’ll inevitably lose. Whether your client is retainer or project-based, you have to keep pursuing your client by showing interest at all times.

In today’s commoditised world of creativity, your biggest asset, value proposition or differentiator is not the latest technology, but affection — how intimate are you with your client?

Bogosi Motshegwa


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