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

Feb 12 – (Re) building Trust

Dear Advertising Love Doctor,

My agency is recovering from a rough client experience; the client left the team hanging, made promises they couldn’t keep and regularly missed meetings. This prevented us from doing our best work, although admittedly, we didn’t start out on the best foot. How can we avoid this with a future client?

Thank you, Damaged Goods

Dear Damaged Goods,

I don’t know how many times I’ve said it but building mutual trust between the agency and client is the only secret to success. I am sorry to hear about your experience, but the good news is that you can learn from this experience and apply learnings to future relationships. Practically speaking, might I suggest instituting and socializing a client/agency partnership code of conduct? How both parties behave in the partnership profoundly impacts the trust and relationship that is formed on day one. By nature, we are often left to our own devices to figure out the right way to interact and collaborate. However, a set of rules outlining the mutual responsibilities and proper practices for the partnership to live by will go a long way toward building trust. Try incorporating a code of conduct into a service-level agreement between the two parties at the outset of the engagement.

Get Well Soon,
Advertising Love Doctor

Feb 10 – Set Up For Success?

Dear Advertising Love Doctor,

We recently hired a new agency to support our creative business. The team is onboarded and ready to handle work. I don’t want to be searching for a new agency a year from now; what kinds of processes can we implement in these early stages to ensure our relationship thrives?

Thank you, Looking for Stability

Dear Looking for Stability,

Congratulations! The beginning of a new agency relationship can be inspiring and rewarding. Whether you are establishing your first agency of record or this is a transition to a new agency team, my hope is that you’ll ramp up quickly, avoid mistakes from the past and build a bond rooted in transparency and success. I have found that committing to an action-oriented agency and client (yes, you too!), performance evaluation and feedback process will raise any minor issues early and allow for flexibility to course correct. These reviews also ensure that clients and agencies are both focused on the most pressing relationship issues while still bringing in the creativity and outcomes needed to drive continued growth and success. Bottom line? You must establish a culture of feedback and mutual accountability with your agency. Over time, I’m confident this will lead to more efficient planning and scopes, organization and effective decision making. Enjoy this time together,

Advertising Love Doctor