Does anyone really want to be the incumbent in a review? Meghan shares six ways agencies can keep their client relationships in good stead, and maybe even keep themselves out of a review.
There are few things better than a home-run meeting between a client and agency. In advertising at least. Check out Judy’s Ad Age article on the four questions to ask to help ensure the success of your next meeting.
Is my relationship with the agency strong? Am I getting what I paid for? At any point in a client/agency partnership, a client should be able to ask these two questions and quickly ascertain the state and health of their relationship.
Believe it or not, we’re asked quite often about whether or not holding companies are important to clients in a review process. The truth is many clients ask about, but don’t really consider, the holding company when selecting a new agency partner.
I recently attended the 4A’s Management Practitioners Forum, and one of the panels focused on how agencies develop senior management teams and handle leadership succession. It reminded me of a dynamic that we often observe between clients and agencies when agency turnover, particularly at the highest levels, occurs.
An interesting POV came up in one of my meetings last week. An agency shared that they no longer say “the big idea” to refer to the crux of a concept. Their feeling was that big ideas don’t have to be “big” anymore. A new logo, a change to packaging, a digital video– while tactically small– have all constituted big ideas that drove business results for their clients.
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