Roles of Client Servicing Department in Marketing: A study on GREY

Abstract

Integrated marketing communication is a very popular concept among marketers nowadays as it provides marketers the chance to use all the tools of marketing to interact with customers. Because of this, today marketing agencies have become an key role player in the communication process as they are the one who can provide continuous support to the marketers to showcase their message to the consumers in the most effective and affordable ways. The first joint venture full service advertising, GABL is today the largest standalone agency in Bangladesh with revenue of 90 million in 2017. GABL is a market leader with a dynamic team of young and talented professionals. It is the only agency in Bangladesh to win Gold Lions in Cannes Lions International Festival of Creativity. In an ad agency, client is termed as an account. GREY Advertising Bangladesh Ltd. has a very good standard of account management process. Even after that it faces some difficulties due to hierarchical problem, inter-departmental conflict, no in-house production house, lack of employee commitment, lack of in-house resources etc. The report presents the client servicing department’s role on building up relationship with the clients, the effort they put and the activities they perform. There were some scopes of improvement for the Client Servicing Department. To come to a solution for the company I have also reviewed the literatures from past and present to draw a framework that I followed for preparing this report. Finally, I have concluded the findings of this report in such a manner that can help the organization to improve their client servicing approach. Also it may contribute to the researchers in future.