Why you should reevaluate your agency right now

Robyn Freye
Media Planning & Buying Posted on September 30, 2009

There are many reasons to let your agency go. Some are valid, some misleading, and others just plain unfortunate. Issues stem from a change of ownership, lack of agency accountability, account management disagreements, and flawed strategies.

As marketers, we know that putting an agency up for review can be a costly and time-consuming undertaking. It is also difficult to determine the appropriate time to pull the plug on your current agency and put your account in review. Is it possible to just get along or do you need to reevaluate your relationship?

I find that agency reviews grow out of frustrations. These are common ones I come across.

  1. My agency doesn't bring new ideas to the table.

    If you leave meetings feeling like you didn't get your point across or you keep hearing the same pitch, it might be time to explore other options. If your agency hasn't presented you with new, innovative ideas, it is not living up to its potential. I guarantee there are others who can. Agencies are hired to do a job that you don't have the time or capabilities to do yourself. They need to make your life easier, not drive you crazy. Make sure your agency is an innovator and not content to do the same old thing.

  2. You feel like you're not important.

    Has your account manager visited you this month? Do your meetings get rescheduled to accommodate other clients? Agencies should cherish the clients they have, especially in this economic climate. Increasing sales, boosting return on investment, and improving brand awareness are always achievable tasks. Make sure your agency listens to your needs and puts the resources you pay for into meeting your goals. If this is not happening, your agency is taking advantage of you. 

  3. The only thing keeping campaigns afloat is hope.

    Hope is not a marketing tactic. Strategy, sound planning, and execution drive results. If you find yourself crossing your fingers that a campaign will work out, it's time to reevaluate your agency-client relationship. Your agency should execute campaign accountably and get it right the first time around.

If any of these points struck a nerve, you should consider an agency review. Apart from a simple lackluster agency relationship, there are many reasons that make now the optimal time to initiate the process. There are opportunities to be had, and being content with the status quo is not the way to attack a recession.

We'll discuss some of these benefits on the next page.

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Comments

Robyn Freye
Robyn Freye October 1, 2009 at 5:25 PM

Thanks Laura, Lonnie and Gunther for your thoughtful comments. I absolutely believe that open communication is critical in maintaining a good agency-client relationship. The main point I wanted to get across in this column is that client's should not feel stuck with their agency and especially if they are being underserved. There are several options to choose from, and the review process does not have to be a frustrating one. Thanks again!

Gunther Sonnenfeld
Gunther Sonnenfeld September 30, 2009 at 6:22 PM

Robyn - your article seems suspiciously biased ;)

While many of the points you raise are valid, I tend to agree with Lonny and Laura here on the value of a longer-term relationship. Just about anybody that enters a review is capable of doing great work (or at least is expected to be). But any relationship that has lasted has attributes that can be improved upon by strengthening the lines of communication, as opposed to giving up and switching gears by replacing agencies. And I'm saying this as someone who works with agencies and direct clients alike. Further, the article implies that agencies hiring consultants is a bad thing, and grounds for termination. Here's where my bias kicks in - I actually think that this type of transparency, humility and resourcefulness proves that an agency can look outside of its own shell for a better perspective, which in turn serves the best interests of the client. It's a a good practice that's been going on for years.

There is no doubt that the review process can be flawed. When you mention replacing RFPs with 'RFMs', are you talking about providing a consumer behavior and market segment analysis, or, are you talking about providing a more in-depth summary of agency upper management (more along the lines of an RFI)? Regardless of what the ask is, the information being relayed to agencies needs to be far more concise and equitable in scope, which, for the most part, is not the case currently. In other words, changing the proposal format seems a bit like putting a band-aid on a broken leg. Clients need help with knowing what to ask for and how, and an agency can certainly do that, provided that they've been engaged.

Best,

Gunther

LAURA BAJKOWSKI
LAURA BAJKOWSKI September 30, 2009 at 12:16 PM

Lonny is right - the agency-client relationship is like a marriage. And, according to recent study by the ANA/AAAA, the leading cause of failure is communication. As an agency search consultant, often I find that clients weren't open and direct with the agency when it came to problems. And these problems will add up to a divorce if not addressed. 360-annual, or better yet semi annual, evaluations help keep the communication flowing and strengthen relationships. But clients also need to be honest about their culpability in the failing relationship, and need to be open to honest feedback from its agency.

Lonny Strum
Lonny Strum September 30, 2009 at 9:52 AM

Robyn--

You point out good reasons to consider moving an account. But assuming a company is currently working with a credible agency, it's far better to fix and relationship than to change it. Business relationships are like marriages--they need mutual respect and mutual investment in success