Comments for Client-Agency Relationships http://client-agencyrelationships.com Sun, 05 Sep 2010 05:09:09 +0000 http://wordpress.org/?v=2.7.1 hourly 1 Comment on Buyer Beware – Don’t Fall for the Bait and Switch by Searching for an agency? Beware of the bait and switch. « B2B Fishbowl http://client-agencyrelationships.com/?p=5&cpage=1#comment-119 Searching for an agency? Beware of the bait and switch. « B2B Fishbowl Wed, 26 Aug 2009 20:52:47 +0000 http://client-agencyrelationships.com/?p=5#comment-119 [...] they win the business. That’s when things go horribly wrong. They switch out all of their top people and assign their junior account team member to the client (this is especially true when a consumer agency wins a business-to-business account). photo [...] [...] they win the business. That’s when things go horribly wrong. They switch out all of their top people and assign their junior account team member to the client (this is especially true when a consumer agency wins a business-to-business account). photo [...]

]]> Comment on Capabilities First, Culture Second by Stan Didzbalis, AgencyLink http://client-agencyrelationships.com/?p=48&cpage=1#comment-10 Stan Didzbalis, AgencyLink Tue, 07 Apr 2009 18:25:17 +0000 http://client-agencyrelationships.com/?p=48#comment-10 Louise, your point on previous category experience is excellent. Sometimes a client does want its agency to apply creative thinking from other categories/industries and break the mold of same-old, same-old. Other clients cocoon in the comfort of choosing agencies with industry experience because they are more comfortable their new agency will "get it." Choice is what it's all about. <em>Stan Didzbalis</em> Louise, your point on previous category experience is excellent. Sometimes a client does want its agency to apply creative thinking from other categories/industries and break the mold of same-old, same-old. Other clients cocoon in the comfort of choosing agencies with industry experience because they are more comfortable their new agency will “get it.” Choice is what it’s all about.
Stan Didzbalis

]]> Comment on Capabilities First, Culture Second by Louise Armstrong http://client-agencyrelationships.com/?p=48&cpage=1#comment-9 Louise Armstrong Mon, 06 Apr 2009 21:32:10 +0000 http://client-agencyrelationships.com/?p=48#comment-9 Great points. I agree that the client/agency cultural fit is important and shouldn't be overlooked. Some clients have a very strong culture of their own (e.g. conservative) and naturally, they would be looking for those qualities in their agency partner. On the abilties front however, I'm always surprised by how often clients include previous category experience as a prerequisite when they're looking for a new agency. I can understand how it might be a 'nice to have', but one of the strengths of a PR agency is its ability to get up to speed in a sector really fast and in fact, if there is no sector experience, they might actually be able to come up with more creative ideas. Great points. I agree that the client/agency cultural fit is important and shouldn’t be overlooked. Some clients have a very strong culture of their own (e.g. conservative) and naturally, they would be looking for those qualities in their agency partner. On the abilties front however, I’m always surprised by how often clients include previous category experience as a prerequisite when they’re looking for a new agency. I can understand how it might be a ‘nice to have’, but one of the strengths of a PR agency is its ability to get up to speed in a sector really fast and in fact, if there is no sector experience, they might actually be able to come up with more creative ideas.

]]> Comment on Buyer Beware – Don’t Fall for the Bait and Switch by Pete Sprukulis http://client-agencyrelationships.com/?p=5&cpage=1#comment-8 Pete Sprukulis Thu, 26 Mar 2009 23:07:13 +0000 http://client-agencyrelationships.com/?p=5#comment-8 As a client side voice in this, nothing could be more true - the senior client side folks will know to ask the question (because they have been burned before)of exactly who will be on the account, but more junior client sides may not - and if there is a problem due to perceived non-performance due to junior talent, it will be they that have to explain to senior management that they made a bad call. You don't want anyone ever thinking they were duped. Be open about it. On a related topic, the issue of agency people leaving the agency is an interesting one - this has happened to me a number of times. Nothing the agency can do about it - the people are free to move around. The client however bears a lot of cost in retraining the new account person once they are found. There is always a loss of productivity as the new agency person learns about the business, processes, products etc...and resurrects any programs that were underway. This is a good spot to talk about best practices about how to minimize the impact to the client...some suggestions (that have worked well for me)- have the most senior agency person call the client to explain as soon as possible why they moved and what the action plan is, offer to train at the agency expense (no charge to the client to get the new person up to the level of the old person in terms of billable hours), try to get the person leaving to give a notice period that would enable turnover - if not a competitive challenge, ensure a more senior person carries the ball until the new person is up to speed - none of the balls can drop. Thanks. As a client side voice in this, nothing could be more true - the senior client side folks will know to ask the question (because they have been burned before)of exactly who will be on the account, but more junior client sides may not - and if there is a problem due to perceived non-performance due to junior talent, it will be they that have to explain to senior management that they made a bad call. You don’t want anyone ever thinking they were duped. Be open about it.

On a related topic, the issue of agency people leaving the agency is an interesting one - this has happened to me a number of times. Nothing the agency can do about it - the people are free to move around. The client however bears a lot of cost in retraining the new account person once they are found. There is always a loss of productivity as the new agency person learns about the business, processes, products etc…and resurrects any programs that were underway.

This is a good spot to talk about best practices about how to minimize the impact to the client…some suggestions (that have worked well for me)- have the most senior agency person call the client to explain as soon as possible why they moved and what the action plan is, offer to train at the agency expense (no charge to the client to get the new person up to the level of the old person in terms of billable hours), try to get the person leaving to give a notice period that would enable turnover - if not a competitive challenge, ensure a more senior person carries the ball until the new person is up to speed - none of the balls can drop.

Thanks.

]]> Comment on Client Performance Gets Rated by Agency Leaders by Pete Sprukulis http://client-agencyrelationships.com/?p=36&cpage=1#comment-7 Pete Sprukulis Thu, 26 Mar 2009 22:50:26 +0000 http://client-agencyrelationships.com/?p=36#comment-7 Interesting to see the other side as I am a client side executive that makes the decision on which agency to use. Some of these findings I would have predicted - unrealistic expections of clients, lack of direct feedback in some cases (until it is so bad, "something" has to be done), and more communication needed on briefs to set the objectives. I think in Canada, that is part of our DNA - we don't speak up until we have to - we look for consensus so we don't like to demand a specific direction until everyone is on board, and we don't like to complain...add Tim Hortons Coffee and you have Canada! Having said that, we need to break that paradigm - close and honest communications and sharing of the strategic direction development responsiblity by including your agency is absolutely necessary and there is no reason to avoid it. They are an effective tool in the go-to-market arsenal. Motivate the agency, make them part of the team, pay and measure them appropriately, and the return will be there. Treat them as a service provider without the appropriate level of respect, and you will get the return you deserve for the investment. Intersting insight. Thanks. Interesting to see the other side as I am a client side executive that makes the decision on which agency to use. Some of these findings I would have predicted - unrealistic expections of clients, lack of direct feedback in some cases (until it is so bad, “something” has to be done), and more communication needed on briefs to set the objectives. I think in Canada, that is part of our DNA - we don’t speak up until we have to - we look for consensus so we don’t like to demand a specific direction until everyone is on board, and we don’t like to complain…add Tim Hortons Coffee and you have Canada!

Having said that, we need to break that paradigm - close and honest communications and sharing of the strategic direction development responsiblity by including your agency is absolutely necessary and there is no reason to avoid it. They are an effective tool in the go-to-market arsenal. Motivate the agency, make them part of the team, pay and measure them appropriately, and the return will be there. Treat them as a service provider without the appropriate level of respect, and you will get the return you deserve for the investment.

Intersting insight. Thanks.

]]> Comment on Client Performance Gets Rated by Agency Leaders by Paul Koidis http://client-agencyrelationships.com/?p=36&cpage=1#comment-6 Paul Koidis Wed, 25 Mar 2009 18:58:49 +0000 http://client-agencyrelationships.com/?p=36#comment-6 A very insightful survey and the reslts are useful. I think the media relations sector is unergoing massive change in the way things are done, as a result of the economic downturn and technology, and I look forward to the innovative approaches of the next generation of communicators. These are indeed exciting times. Paul Koidis The Centre for Creative Communications, Centennial College A very insightful survey and the reslts are useful. I think the media relations sector is unergoing massive change in the way things are done, as a result of the economic downturn and technology, and I look forward to the innovative approaches of the next generation of communicators. These are indeed exciting times.

Paul Koidis
The Centre for Creative Communications, Centennial College

]]> Comment on Client Performance Gets Rated by Agency Leaders by AgencyLink http://client-agencyrelationships.com/?p=36&cpage=1#comment-5 AgencyLink Wed, 25 Mar 2009 17:24:45 +0000 http://client-agencyrelationships.com/?p=36#comment-5 Bruce, agree that procurement can sometimes present a challenge. One survey question confirms this. 37% of agency leaders in Canada said their clients'partnership with client procurement (including educating procurement on agencies) is weak. In the U.S., the number is 44%. We had one recent experience, an integrated ad/direct/digital/media agency search, where procurement was involved, and they worked in a highly co-operative fashion. They brought strengths in process and contracts, but let the marketing people and AgencyLink drive the criteria and cultural aspects of the search. More education is definitely needed, as procurement taking a greater role in marcom agency selection. Check out this story written by Sheila Corriveau, Leverage the <a href="http://www.agencylink.ca/documentsproinprocurement.pdf.htm" rel="nofollow">Pro in Procurement</a>, Hopefully you'll have better experiences in future. <em>Stan Didzbalis . Bruce, agree that procurement can sometimes present a challenge. One survey question confirms this. 37% of agency leaders in Canada said their clients’partnership with client procurement (including educating procurement on agencies) is weak. In the U.S., the number is 44%. We had one recent experience, an integrated ad/direct/digital/media agency search, where procurement was involved, and they worked in a highly co-operative fashion. They brought strengths in process and contracts, but let the marketing people and AgencyLink drive the criteria and cultural aspects of the search. More education is definitely needed, as procurement taking a greater role in marcom agency selection. Check out this story written by Sheila Corriveau, Leverage the Pro in Procurement, Hopefully you’ll have better experiences in future.
Stan Didzbalis
.

]]> Comment on Client Performance Gets Rated by Agency Leaders by Bruce MacLellan http://client-agencyrelationships.com/?p=36&cpage=1#comment-4 Bruce MacLellan Wed, 25 Mar 2009 12:48:31 +0000 http://client-agencyrelationships.com/?p=36#comment-4 Thanks for sharing these survey results. Another area of the relationship that needs study is when procurement people get involved. Our firm has had one experience where the procurement person was demeaning and dismissive, seemingly attempting to turn the client brand team against the agency team. It came as quite a shock. In other cases, the procurement people focus on a few metrics but not on less intangible aspects of success in marketing such as chemistry, creativity, risk-taking, etc. Maybe this can be another survey topic! Thanks for sharing these survey results. Another area of the relationship that needs study is when procurement people get involved. Our firm has had one experience where the procurement person was demeaning and dismissive, seemingly attempting to turn the client brand team against the agency team. It came as quite a shock. In other cases, the procurement people focus on a few metrics but not on less intangible aspects of success in marketing such as chemistry, creativity, risk-taking, etc. Maybe this can be another survey topic!

]]> Comment on Buyer Beware – Don’t Fall for the Bait and Switch by Jodi Echakowitz http://client-agencyrelationships.com/?p=5&cpage=1#comment-3 Jodi Echakowitz Wed, 25 Mar 2009 05:26:56 +0000 http://client-agencyrelationships.com/?p=5#comment-3 Sheila, I couldn't agree more. I know that our clients appreciate that we are upfront with them about who will be on their account team, what role people will be playing, etc. I'm a big believer in transparency and this is a great place for it. If agencies don't take the approach you've suggested, they are setting themselves and their clients up to fail. Sheila, I couldn’t agree more. I know that our clients appreciate that we are upfront with them about who will be on their account team, what role people will be playing, etc. I’m a big believer in transparency and this is a great place for it. If agencies don’t take the approach you’ve suggested, they are setting themselves and their clients up to fail.

]]> Comment on Ducks in a Row by Maria Morra http://client-agencyrelationships.com/?p=18&cpage=1#comment-2 Maria Morra Wed, 25 Mar 2009 03:13:45 +0000 http://client-agencyrelationships.com/?p=18#comment-2 Here at Enbridge, we take great pride in effectively managing the agency/client relationship. Establishing clear boundaries and expectations upfront continues to be critical in having a successful relationship and generating a positive project outcome. I strongly agree with the six keys to success in setting expectations, as outlined above. In particular, I can relate to collaborative teamwork and communications as pivotal in my relationship with our agency. When I work closely with the agency and keep them updated on project status, as well as important deadlines, we are able to work as a team to meet a common objective. I've also found it's important to measure the results and while we don't always excel in this area, the agency I have worked with has encouraged me to include this in the planning process. Here at Enbridge, we take great pride in effectively managing the agency/client relationship. Establishing clear boundaries and expectations upfront continues to be critical in having a successful relationship and generating a positive project outcome. I strongly agree with the six keys to success in setting expectations, as outlined above. In particular, I can relate to collaborative teamwork and communications as pivotal in my relationship with our agency. When I work closely with the agency and keep them updated on project status, as well as important deadlines, we are able to work as a team to meet a common objective. I’ve also found it’s important to measure the results and while we don’t always excel in this area, the agency I have worked with has encouraged me to include this in the planning process.

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