Few marketers who have been through two or three agency searches look forward to repeating those experiences. Simply stated they are time consuming, expensive time-killers that can be avoided. Advertiser program momentum is lost. The wasted time-of-staff and sorting out of agency fact-from-fiction take a tremendous toll on the total marcom effort. How can you avoid this tortuous process?
You might ask why a consulting firm that built its initial growth on agency searches is now touting avoiding the entire process. Quite simple, actually. It’s because it is much wiser to build strong relationships than change them.
Let’s assume that when a relationship sours, at least part of the problem may lie with the client and/or existing processes. Without improvements in these areas the changing of an agency may have to be repeated sooner rather than later.
Our experience tells us it is possible to beat the odds of outlasting the 6.5-year life cycle of the typical client/agency experience. Healthy relationships based on two-way objective relationship evaluations are at the center of these successes.
As an example, Wanamaker has helped one client for over 15 years by providing annual, two-way, third-party, objective relationship evaluations. And not once in the past 9 years has a key agency had to be replaced! Early warnings of problem areas are identified and improvements made before major eruptions occur. Agencies have come to appreciate the objective analysis, as well as the opportunity to be heard in a professional environment.
Let Wanamaker work with you to maximize your agencies’ performance and never again have to go through the agony of another agency search!