{"id":758,"date":"2022-01-13T09:15:06","date_gmt":"2022-01-13T09:15:06","guid":{"rendered":"https:\/\/brandnewgalaxy.com\/?p=758"},"modified":"2023-08-31T13:57:29","modified_gmt":"2023-08-31T13:57:29","slug":"success-in-e-business-rethinking-the-client-agency-relationship","status":"publish","type":"post","link":"https:\/\/987654321.space\/bng-newpage-wp\/success-in-e-business-rethinking-the-client-agency-relationship\/","title":{"rendered":"Success in E-Business: Rethinking the Client-Agency Relationship"},"content":{"rendered":"

For many fast-moving consumer goods (FMCG) companies that focus primarily on brick-and-mortar retail, e-business remains largely uncharted territory. Both e-business clients and e-commerce agencies are unsure how to effectively structure the client-agency relationship. As an e-business consultant with Brand New Galaxy, Lucie Dessarts specializes in helping BNG\u2019s partner agencies improve the way they work with their e-business clients.<\/p>\n

Dessarts has held positions in e-business, digital, marketing, and commercial departments at top consumer packaged goods [CPG] companies including Coty, Procter & Gamble, and Nestl\u00e9. Her extensive and varied experience gives her a unique perspective on how to help support brands in shaping their e-business ecosystem. As a network of agencies,\u00a0Brand New Galaxy<\/a>\u00a0has the expertise to solve technical problems as well as offer big-picture, collaborative partnership to a client\u2019s e-business team\u2014a team that is often under-resourced in-house.<\/p>\n

We spoke with Dessarts about today\u2019s opportunities and challenges in e-business, and she shared her expertise from both a client and agency perspective.<\/p>\n

E-retail is relatively new for many major companies, some of which still seem to treat e-commerce like an afterthought. What are the major challenges for someone like an e-business director in 2022?<\/h3>\n

Lucie Dessarts: E-business directors are in these relatively new roles within a company, so they must navigate a cultural shift internally, and also understand marketing, sales, and media in one team\u2014 traditionally in FMCG all those functions are very separate. That\u2019s one of the big challenges: Most talents in e-commerce are coming either from sales or from marketing, and there\u2019s no such thing yet as an e-retail career track, where you learn marketing, sales, media, etc. So, you have to learn and adapt while operating in an organization that is still very traditional. You don\u2019t have a lot of other people doing the same job as you, and most other stakeholders are thinking about brick and mortar.<\/p>\n

Then, suddenly, e-commerce becomes important, and with COVID, it becomes even more important. All eyes are on you to solve all the e-commerce problems because people don\u2019t really understand your expertise. It\u2019s a very challenging and exciting role, but it can also be lonely. This is where I think an agency could be a real e-commerce business partner.<\/p>\n

When I was working on the client side as an e-business director, I had quite a lot of things to manage, ranging from content to media to commercials and trade terms with my e-retailers. I could identify a lot of e-commerce agencies that had specific technical skills, but I couldn\u2019t identify an agency that understood my role, that could speak in the same language, and understand the challenges of e-business.<\/p>\n

The BNG network can provide clients with not only technical solutions but with a business partnership mindset that understands the different aspects of your job. BNG includes\u00a0Pathfinder 23<\/a>, which provides end-to-end e-commerce support; it has\u00a0content26<\/a>, of course, which focuses on Amazon Advertising; it has\u00a0Synthrone<\/a>, which helps you with managing your digital shelf\u2014it\u2019s a good mix. Having customer service that can be a single-point-of-contact partner to a client and that understands what each of these agencies offers is a strength of the BNG network. It will enable us to step away from only technical solutions and say instead, \u201cWe understand, and we have solutions to your problems.\u201d<\/p>\n

What do agencies often get wrong in their approach to the client-agency relationship? How do you try and address this in your e-business consulting?<\/h3>\n

LD: I think it\u2019s a failure to listen and understand a client\u2019s business goals, then trying to push your solution regardless of what a client needs. If a client briefs you on something very specific and you can offer the capability, then great, it\u2019s a no-brainer and you make a great sale. But when you start working with big accounts that have many needs, you need to always keep proactively asking questions about the pain points. It\u2019s not a one-time thing, it\u2019s keeping a constant line of communication with the client. Even when you\u2019re talking about specific projects, it\u2019s about always checking in to see what else is on their minds, what are their other pain points, so that you\u2019re able to see the 360-degree picture of what they need, not just focus on one project and forget the rest.<\/p>\n

You must also remember that on the client side they have an annual planning process, and sometimes the thing you\u2019re trying to push or sell throughout the year, you\u2019re not getting any traction on because it\u2019s just not in their plan, so they have no resources, no time, no money. [An agency] can become more of a strategic partner by understanding when that cycle of annual decision-making happens internally and making sure you\u2019re proactive before that process starts. Have a check-in and say, \u201cHey, you\u2019re about to enter this annual planning for next year. That must be a stressful time for you as an individual, so how can I help? What are your priorities for next year?\u201d<\/p>\n

How can companies like BNG maximize their skill sets and shift their mindsets to best address a client\u2019s needs?<\/h3>\n

LD: I always think about, based on what I know about you the client, what you could do differently. Today, agencies often receive briefs\u00a0after<\/em>\u00a0a client\u2019s annual planning has happened, so a client says, \u201cOK, I need this in two months, this is my objective, now deliver.\u201d<\/p>\n

I\u2019m trying to trigger a mindset shift in customer services teams that puts the agency more on the front foot, so they\u2019ve not only helped unlock other opportunities for the agency that could be put in the annual plan, but they\u2019ve also shown that they have thought leadership and supported their clients in a stressful time. They\u2019ve provided ideas and shared knowledge in a time when an e-business director is often working alone trying to solve a lot of problems. That\u2019s one way that agencies can become more like business partners.<\/p>\n

by: Jeff Kirby<\/strong><\/p>\n

This interview is part of a blog series highlighting the extensive e-commerce expertise and thought leadership throughout Brand New Galaxy – provided by content26.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

For many fast-moving consumer goods (FMCG) companies that focus primarily on brick-and-mortar retail, e-business remains largely uncharted territory. Both e-business clients and e-commerce agencies are unsure how to effectively structure the client-agency relationship. As an e-business consultant with Brand New Galaxy, Lucie Dessarts specializes in helping BNG\u2019s partner agencies improve the way they work with their […]<\/p>\n","protected":false},"author":6,"featured_media":939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nSuccess in E-Business: Rethinking the Client-Agency Relationship - Brand New Galaxy<\/title>\n<meta name=\"description\" content=\"Success in E-Business: Rethinking the Client-Agency Relationship Read here!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/987654321.space\/bng-newpage-wp\/success-in-e-business-rethinking-the-client-agency-relationship\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Success in E-Business: Rethinking the Client-Agency Relationship - 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