Successful client-agency relationships hinge on equitable and appropriate compensation as much, if not more than on open and constant communications, clear goals and strategies, and sound stewardship of the relationship.
“The agency model is broken.” “Agency compensation is broken.” “Agencies must change or risk becoming defunct.” If you read the press, one might think the marcom industry is heading straight for Armageddon.
Most agencies, and a lot of consultants, often miss the fact that your job is not to struggle with finding the most appropriate agency for your marketing needs. That’s our forte and the service that we’ve been providing to clients for almost four decades.
Chemistry is vital but compatibility is the core of a successful relationship, and when relationships have both it sets the stage for enduring partnerships that create some case-study results. Yet the average tenure for many client-agency relationships ranges anywhere from four to six years. Why?