Between P&G issuing ultimatums around digital media, transparency and accountability and the one-year anniversary of the ANA Media Transparency Report, every client is now asking...
The client-agency relationship is a funny thing. On the one hand, you have a uniquely close partnership predicated on trust, common ground and shared goals. On the other, you have a tenuous, fickle arrangement fraught with questions. And for a while, “questions” were viewed as the enemy of the client-agency relationship. If a client was asking questions, it meant something was wrong.
After the ANA released its report on media transparency, we fielded many questions from clients wondering how they should digest the findings and move forward with their own media partners.
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.
We are often asked by clients why they should conduct annual or biannual performance evaluations with their agencies. What's the benefit? What's the point?