If only my agency knew

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Ever wonder how an advertiser client and their agency might work more effectively? Here's a few thoughts - some principals, some practices.

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If only my agency knew

  1. 1. “If only my agency knew what I know!” “If only my client knew what I know!” Building a tear-free, mutually rewarding relationship. It’s hard to build trust between a client and agency! Success measurement in production oriented relationships is easier that in “soft” relationships such as advertising, right? Wrong! Learn ways in which build a collaborative and mutually rewarding client / agency relationship. • Understand and build on individual and mutual goals • Recognize that every relationship is a unique culture and system – recognize the business and culture that drives both companies - spend time upfront figuring out how cultures can work together • Avoid honeymoon relationships that later revert to using narrowly focused client / agency agreements as a stick to induce performance • Use solution-oriented questions from both sides to build trust and success • Make sense of what the client / agency wants • Set out to build solutions that work for both parties • Drive up quality, reduce costs and increase productivity • Leverage the knowledge, competencies and successes that both parties have • Build open communication, collaboration, candor and constant feedback • Behave like an alliance rather than a seller-buyer relationship • Clients who learn enough about the agency and ask the right questions can ensure a successful relationship • Align the payment structure to encourage both parties to change the way they do business and become more effective • Clients: become clear in defining their requirements early in the briefing, not at the third round of ‘corrections’. Help the agency to be able to assume responsibility for results • Agency: be accountable for results, have the authority to make decisions that can impact those results • Maintain long term relationships – short term relationships carry the additional cost of time learning the business and developing ways for the partners to work together • When the requirements of the services provided change, both the client and agency can develop a change process to follow in order to accommodate that change • Reward all key people in the delivery chain, not just the management team www.alankay.ca The Glasgow Group

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