In 1986, Claude-Olivier became a partner of Zurich-based Farner Public Relations and created their agency in the French-speaking part of Switzerland. In 1990, he founded Rochat & Partners. Besides a unique network of contacts, Claude-Olivier has strong experience in banking …
|"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.
|"For an award-winning marketing communications program, you must clearly define the business objectives before getting creative with tactics."|
Successful marketing communications plans require a careful analysis of the client’s business priorities, audiences, and market opportunities. This is followed by establishing clear objectives for the program and formulating key messages that illustrate the value proposition simply and quickly, and can be emphasized throughout the campaign.
Only once the program objectives and messages have been established, can you begin to think about deploying tactics to reach the right audience. While new marketing technologies and methods are constantly being introduced, it’s important to consider the full range of available resources and select the appropriate combination that is right for the job at hand. The best programs not only make a splash at the outset, but deploy a range of activities that sustain the campaign until objectives have been achieved.
Stanton Communications stands apart from its competitors because we have proven time and again that we have the creativity, the team and the right tools to do the job successfully.