MEDIA PLANNING & BUYING: IN FOCUS
Published: August 06, 2007
8 things that terrify account execs
 
Agency in review

Everything is humming along fine, then smack! You get the call. The client has decided to put your agency in review.

Hopefully, you did actually get a call and are not reading about it in AdWeek. If you are, then the client does not value your relationship enough to trust you with that information. Game over.

If you get invited to the pitch at that point, seriously, do not bother. Your time is better spent actually assembling your forces and developing an attack plan to fill that business than suck up your agency resources attempting to fix what is now broken. A broken agency relationship will often take more time and consume more agency resources than developing another healthier one. Yes, I understand, that will take time, but if your agency is not healthy enough for that transition, then you probably have bigger issues that caused the client to go into review in the first place.

Don't expect a lifeline from them. Also, do not expect them -- if you are in the re-pitch -- to give you the best advice on how to structure it. Remember, they were who you dealt with on a day-to-day basis, which ended with your account in review.

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