Putting the Account in Review
I just read that nearly two-thirds of US advertisers are planning for agency reviews in 2017, according to Advertiser Perceptions, a business intelligence firm focused on the advertising and media industry.
So, here's my question: are agencies doing the same?
It's not as crazy or rhetorical a question as it may seem. Every agency, in the passionate pursuit of new business and new clients, adds new relationships to the account roster every year. And, much like our client-side partners, we too should be evaluating these relationships. Does the client appreciate good creative work? Does the client respect our people in the way they interact with us? Does the client allow for two-way dialogue and the opportunity for us to present novel business building ideas? Does the financial size, scale, and business model represent good "symmetry" (i.e. a good mutual fit) with the agency.
Just like advertisers ask themselves if they have the right agency, an agency needs to do the same. Frankly, at razorfish health, we have just recently needed to do just that to end a client relationship and to turn down more than one new business pitch based on the power of the above questions about good client-agency fit.
It's not inappropriate. It's not cruel or harsh. It's about knowing who your agency is; knowing what you're great at; and aligning with those client partners.
David Paragamian / Managing Director
With over 25 years of experience in healthcare communications and marketing both on the client and agency side of the business, David is also an adjunct faculty member at the Erivan Haub Graduate School of Business at St. Joseph’s University where he teaches brand management. David is a published author and speaker on the subject of branding.