Great clients always get the best media agency people delivering the best service. But how to you make sure you are a great client? A good starting point is to make sure you do not piss off your media agency. We have identified five of the main ways advertisers really annoy their agencies right here in Media Minutes.
DARREN: Welcome to Media Minutes. I am Darren Woolley STEPHEN: And I am Stephen Wright DARREN: In the next few minutes we will share with our thoughts on the 5 things that will really annoy your media agency off. STEPHEN: Yes, media agencies always play the diplomacy game and shy aware from confrontation, but they are frustrated by certain behaviours DARREN: Sure, but if the clients paying the bills shouldn’t the agency just be accommodating and ‘toe the line’. STEPHEN: Well – Yes and no. They need to respect the way a client needs to work but some things that prevent them from doing a better job. These are the ones that frustrate most. DARREN: OK. So, what are the 5 and which are most important. STEPHEN: Different things important in every relationship so in no particular order. PARTNERSHIP – A relationship that skews too much to master servant status whereby the media agency as a specialist isn’t being listened to by a client that knows better. DARREN: Makes sense, listening to those who you pay as specialists. STEPHEN: Secondly Responsibility without authority. DARREN: What do you mean by that? STEPHEN: Tasking the Media Agency with coordinating other service suppliers across the Paid Owned Earned Shared spectrum without giving them authority, tasking them to seamless coordinate activities with other agencies that may be competitive rivals. DARREN: You mean clients off-loading some of their co-ordination responsibilities on an agency partner. STEPHEN: Yep. Now the next 2 relate to campaign development and management. Advertisers can place undue pressure on their media agency through LATE APROVALS and Multiple campaign CHANGES. DARREN: But surely that’s just a function of the way some categories are…a lot of advertisers have little choice based on the dynamics of their sector. STEPHEN: That’s true and that doesn’t piss agencies off. BUT in the work we do we see a significant minority of clients where there is no rationale for shortened timelines and the number of changes. It’s just the way marketing operate. DARREN: So, what you are politely saying is that some clients need to ‘pull their socks’ up and improve their internal processes. STEPHEN: When we run reviews and these things emerge many of them tacitly admit they could do better. DARREN: OK. That’s 4 Stephen – So what’s the last. STEPHEN: CARROTS – an incentive linked to performance. Agencies want to earn bonuses for doing great work. DARREN: That obviously a win-win for both parties, isn’t that a part of every contract. STEPHEN: Unfortunately, not Darren. And without a robust performance scheme you reward the lazier agencies and frustrate those who deliver. DARREN: Thank you Stephen, some useful pointers for advertisers to reflect on how they work with their media agency. Now for further enlightenment, make sure you subscribe to Media Minutes. A weekly snack on all things media. Until then. I’m Darren Woolley, and he’s STEPHEN: Stephen Wright TOGETHER: And this is Media Minutes.