IAG’s Brent Smart calls for agencies to put more effort into current clients

“Think about when an agency pitches. Why don’t you do that for your current clients? You’re too busy doing it for your new clients, you don’t do it for your current clients. If my agencies put the effort they put into a pitch into my stuff, I could take that into my leadership at IAG. Game-changer. Have they once tried?”

Speaking at the Future of TV Advertising conference yesterday, IAG’s chief marketing officer, Brent Smart, told the audience that there’s a big difference between “servicing a client and leading a client. And I see it so rarely from agencies”.

“I pay my agencies for an opinion,” he said in an interview conducted by his media agency’s CEO, Mindshare’s Katie Rigg-Smith.