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
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