Critical Issues Facing Client
Once the agency has gathered all the pertinent information, it is time for analysis, reflection,
and brainstorming as the team moves forward in developing a list of critical issues facing the
client.
Note: If the client has identified a list of critical issues, be sure to include/incorporate
these issues into the agency's final list of critical issues.
The idea here is to become strategic marketers by determining how exactly the client's
products/services fit -- or should fit -- into the competitive mix. An eye to the impact
of the environment is obviously needed, as is current positioning of all products/services.
One final hint: Once all the analysis is complete -- in order for the client to succeed --
there must be one or more ways in which the client's products/services have a strategic
differentiation over competing brands... whether it is based on benefits provided, customer
services, some aspect of the marketing mix, or other element. The differentiation does
not have to currently exist, but if that is the case, it must exist as an outcome of the
agency's IMC plan.
