Bruno Gralpois, Co-Founder and Principal of Agency Mania Solutions, has been instrumental in establishing Agency Management as a central global discipline for many of the top 200 advertisers, utilizing strategies for ensuring efficient collaboration and driving high-impact results for advertisers and their agency partners. This dedication to improving advertiser-agency relationships has earned him the moniker: The Advertising Love Doctor

Ask The Advertising Love Doctor

The Doctor’s In

The relationship between a client and an agency is uniquely beautiful and must be tended to just like our personal relationships. At Agency Mania Solutions, we know that client/agency relationships also suffer when partners don’t feel heard or respected, resulting in miscommunication and strain that is often hard to overcome. I’ve devoted my career to making these relationships work and as the Advertising Love Doctor, I am committed to helping advertisers, CMOs and their teams thrive in relationships with all of their agencies.

Whether you are the client or the agency, when you begin to see relationship warning signs, I recommend seeking treatment sooner rather than later. I am here to help diagnose and treat the symptoms – large or small – to put your relationship back on track. Please leave your questions here and I will see to it personally that you get the best relationship advice.  To love and partnership,

Bruno,
Advertising Love Doctor

Scoping and Briefing: Help Needed

Scoping and Briefing

Dear Advertising Love Doctor,

I love my agency team. The ideas are there, communication is frequent, and the work gets done…eventually. However, I feel like we could be working more efficiently toward our outcomes while spending less. Am I overlooking a planning step that could eliminate some of our process disruption, save budget and set better expectations from the get-go?

Sincerely,
Efficient-less

Dear Efficient-less –

Sounds like you need a prescription for optimized scoping and briefing. There are many avenues that drive cost reductions, but nothing comes close to what a better scope of work and briefing can do to improve the bottom line. We often overlook these activities.

Research shows that agencies often experience confusion, tension and frustrations with their clients when they operate with sub-optimal guidance and poor workflow processes. And unfortunately, if the client team has a reputation for scoping work inaccurately, going back and forth for extended periods of time and changing direction frequently, most agencies will build these inefficiencies into their pricing.

It doesn’t have to be that way! Improvements in more streamlined workflows, the use of automation tools, the gathering of more insightful, actionable scope and brief data, combined with robust analytics, all contribute to better company-wide practices. When advertisers focus their attention on revamping their scope of work and briefing practices, they will start to see improvements –  including productivity gains, efficiencies and an improved bottom line.

Try evaluating how your team scopes and briefs the agency – doctor’s orders!

Best,

Advertising Love Doctor

Dead(lines)

Dear Advertising Love Doctor,

In this biz, we work and live by deadlines – and when they are tight or a fast turn, we always do what it takes to deliver. But burn out is real and my team is struggling with the too-regular Friday requests and Monday deadlines. How can we approach this with our client and is there anything we can do to prevent this from becoming the norm?

Sincerely,
Weekend Warrior

Dear Weekend Warrior –

“Sorry for the late heads up, but we need this by Monday if possible.” For agencies, such a request is a bona fide weekend ruiner! Sure, you know the nature of marketing and advertising; the work is more fluid and time to market is shorter than ever. For agencies, being in the service industry means a certain level of flexibility is required.

However, it is wrong for your client to abuse their status with last minute requests at the end of the work week. As you alluded to, it creates unhealthy environments within your agency team that can lead to demotivation and high turnover. Truthfully, your client might not be aware of the impact these requests are having on agency morale, so it’s your job to communicate that to them!

Open lines of communication are critical in any relationship, especially one between a client/agency. Both partners should feel the freedom to express what’s working and what isn’t. Perhaps your client isn’t thinking about the impact these requests are having on your team; maybe if they knew, they’d try harder to loop you into requests earlier, or push certain requests until Monday when possible. If for some reason they aren’t, that’s a red flag that you’ll want to keep your eye on. It takes two to tango, but you need a willing partner first.

I wish you good luck in your conversation!

Best,

Advertising Love Doctor