Selection
This is always a rewarding time for both advertiser and agency. A long, stressful search process has come to a close. Each party looks forward to a mutually successful and rewarding relationship. Celebrations are frequent and appropriate as a new marriage is consummated. But like any new relationship, it is critical that it gets off to the right start. Wanamaker can help through a variety of services including:
- Contract recommendations
- Contract negotiation
- Compensation design
- Compensation negotiation
- Staffing recommendations
- Marketing department organization and structure
Honeymoon
Once the contract and compensation have been worked out, a period of learning, immersion, new strategies and exciting creative ideas begin. Everyone is on their best behavior and communications between individuals and the companies are the best they will ever be. Wanamaker can help with the following:
- Accountability and efficiency evaluation
- Bonus / incentive compensation plans
- Agency fee / hour tracking
- Agency Resource Management System (ARM)
- Account management training
- Product management training
Partnership
Both sides are comfortable now and a sense of true “partnership” pervades the relationship and will continue for an indeterminate period of time. New programs have been initiated and appear to be working. Staff on both sides have gotten to know each other fairly well, and a sense of trust has developed. Communications between advertiser and agency have become routine. Wanamaker is well prepared to sustain this utopian relationship through:
- Workflow management tools
- Performance evaluations
- Accountability evaluation
- Media counsel
- Tracking and reporting
- Management training (client and agency)
Challenging
The advertiser begins to challenge agency recommendations for a variety of reasons, including changes in management, weak business results and unsatisfactory budget allocations. Existing communication channels often break down and both parties adopt an avoidance-based approach. The advertiser fails to communicate frustration as they don’t want to upset current projects. And with lack of feedback from the advertiser, the agency thinks everything is fine. Wanamaker can improve communications with the following tools and services:
- Media counsel
- Media audits
- Efficiency studies
- Agency Resource Management Systems (ARMS)
- Performance evaluation
Questioning
The advertiser begins to question their account services reps on a variety of subjects. Most are cost and staffing related, but strategic, media and creative recommendations are questioned, as well. Too often account people can’t or won’t answer these questions fully or in a timely manner. Worse, they do not alert senior agency management that can and will provide the answers. Advertiser questions pile up and are catalogued internally. Wanamaker can help by implementing the following processes:
- ROI modeling
- Media counsel and audits
- Performance tracking
- Performance evaluation
- Buying-effectiveness reviews
- Financial and time-of-staff audits
Doubt
The seeds of doubt have been sown. The advertiser now has concerns about whether the agency has its best interests at the forefront. Are the agency’s actions and motives all self-serving? “Are we getting what we are paying for in agency services and results?” Trust has now become a real issue for the first time. Key agency staffers have already left or want “off the account.” Disappointment is palpable. Wanamaker can help by providing assistance with the following:
- Compensation negotiation
- Media centralization studies
- Agency consolidation study
- Performance tracking
- Accountability evaluation
- Financial audits
Criticism
Information is only information until it becomes criticism. Confrontation, warnings and additional “chances” are the order of the day. Agency management is scrambling for a fix, but every attempt meets with new problems and renewed criticism. Bitterness has developed on both sides. The relationship is in a downward spiral and the pace is quickening. Wanamaker can help by implementing the following:
- Relationship assessment and enhancement
- Performance evaluation
- Contract analysis and assessment
- Workflow management tools
- Accountability evaluation
This is the last point at which a relationship can be salvaged for the long term.
Apathy
The advertiser knows that the end is near, although the agency may not have realized this yet. Silence at this stage certainly does not mean “everything is OK.” Communications are cut at all but the most essential day-to-day levels. The advertiser just doesn’t care anymore. The inevitable is written, but they are just not ready to move right now. Wanamaker can smooth out the process by looking at:
- Resource alternatives
- Relationship assessment
- Contract evaluation
- Accountability evaluation
- Financial audits
Requite
Somewhere between revenge and avenge – this is the stage where advertisers often extract the last pound of agency flesh. They argue over invoices, withhold payments, cut fees (go on a project basis) and farm work out to other communications resources. Sometimes the “last chance” will be a large, speculative strategic or creative assignment designed to let the agency “win back” the business. They don’t, and they won’t, get paid for that last chance. Wanamaker can alleviate the pain by looking at:
- Resource alternatives
- Agency selection processes
- Financial audits
- Media audits
- Contract and termination provisions
Review
At this stage, the advertiser has decided to conduct an agency search to replace their current resource. Wanamaker can facilitate:
- Resource needs analysis
- Resource alternatives (unbundling?)
- Cost / value analysis
- Make or buy analysis
- Agency search and selection process
- Contract and compensation counsel, design and negotiation
- Marketing department organization and structure
Time Factor
Time is a central factor within The Agency Relationship Continuum. Every agency / client relationship experiences a unique timeline depending upon its situation. Time passes more quickly as you move clockwise along the Continuum. And Wanamaker Associates can empower you with the insight and knowledge to slow the progression around the Agency Relationship Continuum and prolong your agency relationship to the long-term benefit of both parties.