Optimizing the 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

Promote Desired Behaviors

• Communicating openly, honestly, and with candor
• Aligning marketing programs and incentives with desired company results
• Linkage across internal departments (Marketing, Finance, Procurement, Legal)
• Sustaining and building upon an environment of trust and mutual respect

Produce Tangible Results

• Identified cost benefit demonstrates stewardship of limited marketing investment
• Agency compensation directly tied to value derived from meeting agreed goals
• Repetitive and iterative processes clearly reveal whether progress is being made
• Fact-based, analytical approach yields a definitive marketing ROI calculation