Perran is the founder of Persona Communications. She graduated from Robert College Lycee and has a BA in Economics from Bryn Mawr College. Perran also studied tourism at ITTCI (Washington, DC) and Infectious Diseases at Institute Pasteur (Lyon, France). She …
|"Agency independence means one very important thing – We focus exclusively on our clients."|
Peter V. Stanton
The independent firm’s only priority is its clients’ business requirements. It isn’t burdened with the demands of a parent firm to meet quarterly shareholder expectations. For the wholly-owned firms, there is an inherent conflict of interest between the expectations of shareholders and meeting client needs and expectations. While some might argue the two are interrelated because without successful client programs, agency business suffers. In fact, the conflict arises more subtly and far sooner. In the wholly-owned firm, when campaigns are structured and account teams assembled, higher budgets and younger, less experienced professionals are assigned to the work. This increases profitability and thereby shareholder returns. By comparison, the independent firm is able to assign senior professionals, continue to service the relationship even when the client budget ebbs, and maintain a long-term focus in the relationship rather than just a focus on contributions to the parent firm’s quarterly statements.
It’s good to be independent.