Relationship Evaluation

We see our primary focus as being the relationship between agency and client, how to make this relationship better and achieve higher standards.

We have already discussed the process of the client putting his business out to pitch; this presupposes either a determination to have a look at what is on offer in the agency world to see if a better relationship can be achieved, or a level of dissatisfaction with the current relationship.

But such a traumatic and time-consuming process may not be necessary, if the existing relationship is properly maintained. All business relationships are dynamic, and changes in understanding, communication and expectations will inevitably occur. This is particularly true of client-agency relationships, due to the number of variables and influences involved. To keep the relationship productive and rewarding for both parties, clients and their agencies should undertake a regular evaluation of what's working, what's not and why. A formal, regular and ongoing evaluation process will deliver benefits to both parties:

For the Client

  • An opportunity to redefine the priorities - strategic and operational.
  • A common focus – making sure that the agency knows what the client wants.
  • Return on investment - ensuring that the agency delivers quality and value in everything it produces for the client.
  • Quality of output– once performance is measured, it can be improved.
  • Day to day confidence – ensuring that operational priorities are established, and that what should be worked on is being worked on.
  • Clear communications- establishing clear briefing procedures; a good rapport between the respective teams, eliminating of the need to 'read between the lines'.
  • Review of key people – getting the best performance and contribution from your agency team

For the Agency:

  • Total clarity - of expectations and performance quality.
  • Clearly defined priorities-strategic and operational.
  • Return on investment - ensuring that the investment in the client has a greater chance of yielding positive results and establishing a relationship that will last for many years.
  • Motivation – for agency personnel, knowing where they stand and what they need to work on is highly motivating. The agencies/client relationship will benefit, and clients will always get better work out of a motivated partner.

We offer to structure just such a relationship audit between your marketing department and your agency, to give you a clear actionable plan tailored to the needs of your business.