Arguing in respectful and appropriate ways can be a sign of a healthy and effective partnering relationship. Anyone who has ever had a business partner knows you're not always going to agree. In fact, some of the most effective partnerships are between individuals who have vastly different opinions, but who work through their differences with a focus on what is best for the company. Similarly, a marketing company and its various media representatives might disagree or even argue about what their media can or can't do. There may be disagreements about how to best use media, what research to use, or the relationship that media has with its audience.
As long as there is a commitment on everyone's part to proceed with mutual respect and professional courtesy, disagreeing or arguing can yield a better understanding of certain issues and may in fact yield a better result for the client. In my experience with media, whether it be broadcast, print, outdoor, or digital, there are no universal truths. We're all familiar with the saying "it’s the exception that proves the rule", which means sometimes the exception is better.
An essential factor in determining whether there is a genuine commitment to partnering and not just winning an argument is a good faith obligation on everyone's part to work for the client’s best interest rather than their own. A principal disagreement is an essential part of developing a positive partnering relationship. Nobody is always right (of course, I'm the exception that proves the rule). I have found that in my best partnering relationships, sometimes even significant disagreements don't damage the relationship if it’s clear that both parties are operating from genuine belief and not self-interest. My advice is don't be afraid to argue if it’s a principal issue for which you feel you have a good command of the facts. That last part is particularly important if you're going to disagree with our Director of Research and Media, Karey Freeman.
Passion for your media, a good understanding of the facts, and a commitment to perform for your clients could, and some might argue should, create a certain amount of conflict. Partners argue, but as long as they can maintain focus on the greater good and achieving results for the company, it can be a good thing.
