How to make the marriage of a new client-agency relationship last
Like marriage, client-agency relationships require a high level of investment, commitment and long-term mindset to understand, grow together and respond to each other’s needs. In 2016, a French-speaking reality TV show, “Mariés au Premier Regard” (Married at First Sight), aired with an interesting premise: three couples are paired up by relationship experts and agree to […]
How will technology transform the fragile client-agency ecosystem
Featured on ClickZ: What radical changes should advertisers expect in a post-COVID world that is technology-led and rapidly changing? And how should they best prepare themselves to take on these new opportunities? — Read the published ClickZ article — 30-second summary: The client/agency ecosystem is profoundly being reshaped, effectively fueled by new technological advances across […]
Predictions for a New (Partnership) World Order
Featured on ANA Marketing Maestros: Additional disruption? Greater turmoil? Further transformation? What radical changes should advertisers expect in a post-COVID world? — Read the published article on ANA Maestros — Apparently, you cannot be late if you arrive early. This lapalissade, inspired by the French nobleman Jacques de La Palice (1470 – 1525) known for […]
Predictions for a New (Partnership) World Order
Additional disruption? Greater turmoil? Further transformation? What radical changes should advertisers expect in a post-COVID world? — Read the published article on ANA Maestros — Apparently, you cannot be late if you arrive early. This lapalissade, inspired by the French nobleman Jacques de La Palice (1470 – 1525) known for his truisms, captures our insatiable […]
ScopeDeliver™ Negotiation Tracker
Request more information on our module within ScopeDeliver™ to improve your agency negotiation process: The process of getting alignment on scope of work (SOW) expectations and agency financials is a common planning activity for brand advertisers. Once the client has articulated the scope requirements, the agency submits their proposal based on the agreed-upon compensation model […]
Partnering for success
Our visual: showcases the 10 essential ingredients to PARTNERING for success. We breakdown what we’ve learned over decades about top-performing partnerships and how to achieve long-term success. Download a print-friendly version here Find the accompanying article here
What Makes a Great Client
Our visual: illustrates simple guidance to brand advertisers on how to be the best client and enable your agency partners to do outstanding work. Follow these best practices and be the client every agency wants. Download a print friendly version here
How Much Risk Brand Advertisers Are Willing to Take With Their Agency Partners, and What Impact It Has on Their Overall Performance
What’s Your Risk Profile? From choosing what stock or bond to purchase to deciding whether you should travel or shake hands during the Coronavirus epidemic, the everyday decisions we make are based on our individual risk profiles, or what is often referred to as risk tolerance. Financial institutions have mastered the artform of asking customers […]
Cost Benchmarking
Request a white paper on how to get the most value from cost benchmarking: Cost benchmarking has received much attention in recent years as brand advertisers look more carefully at their expenses, seek greater transparency from agency partners on cost assumptions, and, in the end, strive to drive better and more effective use of their […]
It’s Time for Advertisers to Reconsider the Legacy Agency Relationship
Featured on The Marketing Dive: Returning to the long-term partnerships of a bygone era could bring quantifiable value and trust back to brands. — Read the published Marketing Dive article — Many stories in the past few years have highlighted long-term relationships between clients and agencies ending abruptly, such as big brands including Land O’Lakes, […]
CMO’s 8 Priorities Come 2020
Featured on ANA Marketing Maestros — Read the published ANA article — It’s never too soon to plan for the future. The year 2020 is glowing on the horizon, fueled by opportunities, innovation, transformative forces, and yes, the fear of the unknown. The conversation around what 2020 will bring for the marketing industry often spans […]
Use the Value Index to Show ROI. Client/Agency Relationships Need More Transparency and Accountability
Featured on The Drum — Read The Drum’s published article — The marketing industry is buzzing from Samsung Electronics Co.’s recent marketing operation layoffs and speculated connection to the abrupt departure of its CMO, Marc Mathieu. Information shared in The Wall Street Journal indicate the company conducted an internal investigation of the dealings between marketing staff and […]
