Optimizing the Single Agency Relationship

Create a continuous improvement mindset that builds long-lasting, productive Client/Agency relationships. Both sides believe that they have achieved “win-win.” Proactively keep relationship vibrant through a robust insight and feedback process. Our four-part process effectively promotes desired behaviors and produces effective results.

PLAN

• Formalize objectives and components of annual relationship management process
• Establish calendar of activities with specific actions and delineated responsibilities
• Develop customized templates and scorecards acceptable to both parties (scope tracking, time/cost reporting, key performance indices for incentive compensation)

TRACK

• Maintain and monitor templates and scorecards on a monthly or quarterly basis
• Conduct formal quarterly dialogue between key Client and Agency stakeholders

EVALUATE

• Deploy semi-annual Agency Qualitative Evaluation and Agency self-assessment
• Ensure appropriate feedback is shared with Agency and action plans are developed

REFOCUS

• Manage annual renegotiation process – Scope of Services, Agency Staffing Plan, financial components, qualitative criteria and quantitative incentive metrics
• Memorialize pertinent changes in commercial terms with a contractual amendment

Fine-tuning the Agency Roster

Searching for a new agency relationship or optimizing your relationship with an existing roster of agencies is more complex than ever before. The increasingly vital role of Digital has forced significant changes in the Marketing landscape and its service providers.

Finding the right Marketing Services solution requires a process that aligns key issues with current budgets and business objectives, encompasses optimal marketing mix considerations, and comprehends future marketing priorities.

Our approach helps clients strategically navigate through the key issues and achieves buy-in and consensus from all stakeholders.

INTEGRATIVE & COLLABORATIVE AGENCY MODELS

Approach – Phase One Modeling

The objective is to strike the right balance between strategic leadership and tactical expertise across roster agencies that creates desired integration and optimal collaboration.

• Review the current landscape of Agency relationships from a contractual, financial, and Scope of Services perspective
• Hold working sessions with Marketing stakeholders to understand current relationship perceptions, as well as individual near-term priorities
• Interview key Agency stakeholders to ascertain challenges to a more integrated and collaborative arrangement
• Revisit organization and process change requirements that need to be aligned prior to launch and implementation of new integrated model

Approach – Phase Two Fee Agreement

The objective is to provide detailed analysis of Agency time/cost leading to fact-based observations, conclusions and recommendations.

• Prepare list of discovery document requests and disclosure questions for both Client Marketing and Agencies
• Conduct analysis of historical data as it relates to current Scope of Services expectations and available budget
• Provide insights into alternative models, inclusive of financial parameters and incentive compensation elements, if applicable
• Prepare Client-led negotiating strategies to reach "win-win" agreement