If great relationships grow stronger over time, then why is it that the American Association of Advertising Agencies reports that approximately 650 agency reviews are conducted annually?
“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?
Finding and changing agency partners is no easy task. In fact, it can be labor and time-intensive. In addition, the rapid-fire changes going on in the agency universe doesn’t make the process any less arduous. Sometimes, it only takes a little “marriage counseling” to get your relationship back on course.