Agency Search & Selection:
Finding the Right Agency
Did you ever wonder why the length of agency relationships continues to decline precipitously? We track these things and the high failure rate concerns us. For many marketers, agency searches too often result in just another failed “marriage”. These searches fail to properly identify key agency differences – differences that matter once the pitch process has concluded and the real work begins. Our search process is tailored to your unique situation and focused on finding the right resource. We help you methodically define your needs and put those in a broader market context. Then we design a process aimed at finding the best potential agencies and clarifying their specific, meaningful differences. You are not just like every other marketer; your search approach should reflect that reality.
Compensation, Contract Terms, & Performance Metrics:
Negotiating the Right Deal
If you're like most of our clients, you want to be tough but fair with your agencies. You have high expectations. You are demanding; at times you can be a tough client to work for. But, you are also fair. Provided your agency delivers great work and results, you have no problem compensating them appropriately. But how exactly do you do that? We help you tackle the nitty—gritty questions like what to measure, what contract language to insist on, and what compensation models will work best for your situation. Then we go deeper and help you arrive at cost specifics that make sense in the context of industry norms and real agency costs. And, where it makes sense we tie compensation to performance. We help you arrive at the deal that's just what you wanted: tough but fair.
Agency Evaluation & Relationship Management:
Having the Right Relationship
All too often, frustrated or dissatisfied marketers fire their agencies and conduct a search for a new partner. Few consider the real financial impact of an agency review: the loss of efficiency over the 12 — 18 months it takes to onboard a new agency. With agency relationships growing shorter in duration and a significant number of agency reviews ending in divorce, we think the issue is not so much about having the wrong partner but more about having the wrong relationship.
We believe agency evaluations are a foundation principle of effective client — agency relationship management. We create relevant, constructive evaluations that identify and clarify key issues, which are sometimes hidden from view. We then help you tackle those issues head on, and provide critical support so the solutions can be sustained over time. Our relationship management efforts often produce a "Eureka" moment, and many relationships are transformed in a remarkably short period of time. And business results quickly follow.
Corporate Marketing Department/Agency Roster Reengineering:
Building the Right Structure
The marketing industry is in a state of perpetual change for the foreseeable future. Accordingly, a majority of marketers are reorganizing their internal organizations to meet the demands of modern marketing. Since 2007, we have helped marketers take a rigorous, systematic approach to analyzing their requirements and objectives, and helped create structures that boost marketing effectiveness – and create impact to the top and bottom lines. We go beyond broad generalized solutions and dive into the details, because that is the way to achieve the greatest impact on your business. There is no idealized “right” marketing model; the most appropriate model is derived from philosophical choices and practical realities.