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Client-Agency ROI
Many senior communications executives wonder if they’re getting the most out of their agency partnerships. Are the firms being managed for them to achieve their best results? Is agency spending appropriate for the task at hand? In a multiple agency scenario, are the firms properly aligned and delivering the maximum ROI?
And on the agency side, many firm executives find it helpful to take a pro-active, pre-emptive action to invest in sizable, long-term client partnerships. After several years, almost any large relationship can benefit from professional facilitation to ensure innovative thinking is still coming through and that the relationship is on sound, long-term footing.
We’ve learned a lot over the years about this. Agency performance is at its peak when there’s clarity of assignment, strong client management of the agency, fair compensation and regular, candid two-way feedback. Sound easy? It’s not as common as you may think.
We have two tools that can help.
First, we also advise clients to institutionalize a Getting the Most from the Client-Agency Partnership Program that helps drive focus, communications and impact. Rather than adding a layer of complication, the institutionalizing of protocols and processes in client-agency partnerships actually helps assure minor issues never percolate into big problems and helps teams focus on priority work to realize their business objectives.
We also offer an Agency Deployment Review that thoroughly and sensitively audits the scope of work being done by each agency, the mandate each agency has, the firms’ interpretations of their priorities and any areas where there’s either synergy or overlap with other firms.
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