Increasing Marketing Effectiveness via Structure (or Re-Structure)

Structuring or Restructuring Client/Agency Relationships for Maximum Value

• Engagements initiated with a spirit of objectivity and fairness
• Based on generally accepted industry guidelines and principles
• Requires the involvement of all relevant Client and Agency stakeholders
• Entire process promotes dialogue and transparency for both parties
• Formal bilateral agreement that is clear to all and mutually beneficial
• “New” way of doing business is exportable to other marketing relationships

Specific Deliverables (all items thoroughly negotiated between the parties)

• Disciplined, unambiguous Scope of Services
• Legitimized and reasonable Agency Staffing Plan, by department
• Transparent financial metrics relating to Direct Labor Cost, Overhead and Profit
• Agreed-upon Fee arrangement and commercial terms
• Develop customized Agency Qualitative Evaluation
• Relationship and business processes memorialized in state-of-the-art contract

End Result & Benefits

• Develops a lasting partnership with most critical marketing services suppliers
• Demystifies Agency cost modeling and purchase of Agency services
• Allows for identification of Cost Avoidance, Cost Improvement and Cost Savings
• Achieves cash neutrality and increase efficiencies between the parties
• Eliminates contentious Fee/Staffing discussions
• Builds trust through a defined cycle of constructive dialogue and feedback