Auditing your client/agency relationship

According to research conducted in 2007 by the AAR Group amongst 26 clients and 20 advertising agency personnel, the perceptions and reasons behind the breakdown in the relationship often differed between the client and the agency. What came out of the research was that the reason for the breakdown in relationships was a lack of commitment to expected delivery.

The Independent Agency Search and Selection Company (IAS) recommends evaluating agency/client current relationships by looking at a number of variables, including: account handling, strategic planning, creativity and output, client availability, client input and the client willingness to understand agency processes.

In fact, they have designed a tool to evaluate existing relationships, diagnose the problem areas and put plans in action to address issues. Calling it the catchy ‘TLC Programme' enables them to facilitate a well reasoned and thorough discussion between both parties to avoid emotional conflict that can often occur when the relationship is already turbulent.

In the first phase, the client is required to evaluate the agency. The agency has to evaluate the client in the second phase and the last phase involves both client and agency completing self-evaluations in terms of what they think is expected from them.

“Through the evaluation process, we are able to analyse both the client and agency needs and expectations and implement a strategic plan going forward that will help them grow and improve their relationship,” says IAS MD, Johanna McDowell.

Once the diagnosis has been made, a strategy is implemented as a way forward which is reviewed over a six month period. If (after six months) the relationship is deemed to be beyond repair, then the client is well within their mandate to put their business out to tender. Facilitation helps minimise the emotional rollercoaster that can often occur in these situations and facilitates a smooth path to an effective working relationship.

Says McDowell: “Our programme also enables both parties to look back and see what has changed and if any improvements have rolled out as a result of earlier evaluations. This creates a platform for both parties to discuss their problems and propose solutions.”

McDowell went on to say that evaluating the current climate of your client/agency working relationship creates a safe environment for both parties that actively reduces uncertainty and promotes better service delivery.

“Don't leave it too late to apply some TLC to your relationship! If used early, it can eliminate future relationship and communication breakdowns, because delivery expectations are already in place and agreed. A relationship audit should be standard practice if you want to effectively manage and maintain a proactive rapport - that in the end produces quality results.”