Client agency relationships in advertising: 4 problems that cause breakdowns

When I first started out in marketing, we had a full service agency that handled all of our advertising and media needs; they were the true ‘one-stop’ shop and, at the time, it worked really well. From the client perspective we only had one agency relationship to manage, and as a result we invested a lot of energy into making sure it ran smoothly. In our eyes, the agency was a true business partner, not just a supplier, and they were treated as such. Over the past 20 years however, the advertising and marketing landscape has shifted dramatically; with new media, creative channels, a shift in the role of the consumer, speed to market and increased real-time performance accountability meaning there are few agencies who can offer the one-stop solution, and this means more agencies are now needed to deliver on a client’s business.

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25 client and agency personality types that will influence relationships

In advertising, marketing and media there is a lot of discussion on the management and optimisation of the client / agency relationship. In fact any Google search of the term yields many millions of hits from the sublime to the often ridiculous. But it is clearly a hot and important topic. The marketing and advertising process is an iterative one, with input from a significant number of stakeholders within an organisation and outside suppliers. During my career a common phrase was “It is a people business” and therefore developing the right people relationships is important to achieving productive relationships. So the question is; “Is there an ideal client / agency relationship?”

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The client agency relationship: 8 ways to be a better client

Following an overwhelmingly positive response to our recent post ‘10 ways marketers can improve briefings to their agencies’, we decided that perhaps the best way to kick-off the new year would be to publish a ‘how to’ series of posts that marketers might find helpful as reference points. Following an overwhelmingly positive response to our recent post ‘10 ways marketers can improve briefings to their agencies’, we decided that perhaps the best way to kick-off the new year would be to publish a ‘how to’ series of posts that marketers might find helpful as reference points.

How to be a better client

So we’re kicking-off the series today with an eyebrow-raising opener ‘How to be a better client’. And even if you are a model client, your agencies love you, the work is outstanding and you’re somehow living a utopian marketing dream – have a read. Because all great clients want ways to constantly improve, right? Right. So here’s our take how all marketers can become better clients:

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The client agency relationship – 5 things agencies hate hearing from clients

Some months back, I wrote an article about the things that clients hate hearing from agencies, which caused a minor stir. Only minor, you understand; it wasn’t a Pullitzer prize winner. But it raised a few comments. Then, more recently, someone approached me with a challenge. ‘Great to talk about what clients hate hearing from agencies’, the person said. ‘But what about what agencies hate hearing from clients? I bet you wouldn’t want to write about that, seeing as how it’s the clients that pay TrinityP3’.

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Managing Marketing – How to create high performance client / agency relationships

Cam Carter, founder of Navigare, shares his thoughts with Darren Woolley on what it takes to create high performance marketing and agency teams. They discuss the roles of tools, such as surveys and explore the function of a third party consultant in assisting in managing the process to optimise the relationships and outputs of the client / agency relationship.

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6 marketing management tools developed to provide optimal performance

Yes, technology is impacting all aspects of business and especially marketing. But it is interesting that there are very few search, pitch or marketing management consultants who invest in technology to innovate their processes to increase the utility or robustness.

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4 thoughts on advertiser / agency relationships – Audi and Holler

This post is by Darren Woolley, Founder and Global CEO of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search … Continue reading

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Using a strategic tool for better client agency relationships – Case study

The Situation: The Evalu8ing client had just entered into several new agency relationships including a new lead creative agency and a new media agency. They felt that communication, collaboration and project management between all teams, including themselves, was unsatisfactory and … Continue reading

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10 warning signs your Agency relationship is failing

This post is by Stephan Argent, CEO of Argedia Group and a member of the Marketing FIRST Forum, the global consulting collective co-founded by TrinityP3 Sometimes the decision to undertake an agency review is clear: International alignment. Competitive conflict. Regional mandates. Perhaps even irreconcilable differences. … Continue reading

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The top 30 marketing management posts of 2014

Wow! What a whirlwind year that was. Business for TrinityP3 across the region has boomed again this year with growth in every market. Projects have ranged from local to regional to global in scope – from production assessments to pitch … Continue reading

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