Client collection and relationship process of advertising agency in Bangladesh: a case of Rectangle Communications Ltd.

Abstract

Rectangle Communications Limited, a new player in the advertising industry has been providing quality brand management services to their clients. It has been keeping pace with the versatile advertising agency business in Bangladesh which is changing rapidly every day. The present scenario of the dynamic advertising business of Bangladesh is totally different from that of the earlier decades of 80’s and 90’s. RCL is becoming a prominent figure in the marketing solutions providing industry of Bangladesh. To win a client’s account they go through a bid process. The information is conducted to them either by a personal call or newspaper advertisement, especially in the case of bigger clients. The client and agency relationship revolves around all the steps and procedures the agency undergoes while starting from the official proposal stage and finishing the process by delivering the final product or services to the clients. The ideas are given a tangible and tentative representation via photos, descriptions, and PowerPoint presentation. It starts with a meeting between the agency’s client service department and the client where the needs are defined; leading to the creative team’s brainstorming sessions and finally the execution process done by the operation team. The creative department gives it a shape as delegated and explained by the creative people. The client service department does the follow up time to time so that the client is aware of the progress and thus makes change when needed. The client service appoints a dedicated contact person with whom the client can communicate anytime about anything that is related to the project. The communication by Rectangle is also analyzed across the report followed by recommendations that might help have better efficiency and output.