Industry execs address agency-client shift
By Felicia Nwosu
Ama Feyisitan, a seasoned marketing and communications professional, has raised concerns about the trend of agency professionals transitioning to client-side roles without a corresponding shift in agency-client dynamics.
Feyisitan attributes this phenomenon to agency transplants failing to adapt their approach, clinging to their creative-centric mindset, and neglecting to develop a deeper understanding of the client’s business and objectives.
Other industry experts agree that this trend perpetuates existing practices rather than driving transformative change, highlighting the need for robust talent development frameworks and a shift in agency-client relationships.
In response to Feyisitan’s observation, in separate interviews with *Marketing Edge*, Williams Jonah, Brand Manager at SO&U Limited, noted that agencies often train great talent but cannot always offer the same kind of career growth or pay as clients do.
He maintained that many smart people from ad agencies end up working for clients, posing a challenge for the industry.
“This happens because agencies often train great talent, but they can’t always offer the same kind of career growth or pay as clients do. Plus, the people know each other, so it’s an easy switch. It’s a bit of a challenge for the industry because it means losing good people and sometimes losing touch with what the agency can really do.”
Mathias Okpe, CEO of Badger Creative Limited, also weighed in on the issue, identifying factors such as job stability, financial remuneration, and entrenched power structures as contributors to the phenomenon.
According to him, the entrenched hierarchical and transactional nature of agency-client relationships in Nigeria tends to resist change.
He explained that clients often view agencies as mere vendors rather than strategic partners, which limits the scope for meaningful collaboration and innovation.
“Clients often maintain a dominant position, dictating terms and exerting control over creative processes, irrespective of the background of their marketing team.
“Additionally, the skills and insights that agency professionals bring to client-side roles are frequently underutilized or misaligned with the strategic imperatives of the client organization, leading to a perpetuation of existing practices rather than transformative change,” Okpe added.
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