25th March, 2014 |© Spatial Access Private Limited

The right approach to reviewing Client–Agency relationship

In corporate world, the month of April brings in a series of evaluation and reviews of

performance for the previous year. In this context, what does the Client – Agency review

mean?

Does it mean…

‘Bashing’ time – You’ve messed up here, we’re not happy with the team

therefore going in for a pitch

Or

‘Let’s live with it’ – Where both the marketer and the agency accept the

current situation despite some of its shortcomings and go along with it in

the fear of challenging the status quo

Until a few years back very few marketers would go in with the third approach –

‘the let’s work on it’ approach. However, today most marketers prefer to streamline things

with their existing agencies in a fair manner on a periodic basis. Agencies too prefer this

approach rather than face a challenging situation at the end of the year.

25th March, 2014 |© Spatial Access Private Limited

To be fair one has to be reasonable from the start of the year by laying down

expectations and having an objective evaluation system in place which is acceptable by

both the marketer as well as the agency.

The most important thing is to have a steady dialogue throughout the relationship. This

holds good for both the marketer and the agency. If either of them feels that things are

not going right – alarm bells can be raised.

Client – Agency relationship is like a marriage – the more you communicate the better

and stronger will be the relation.

In a situation where part of agency’s remuneration is subject to performance, the marketer

should be objective in evaluating the same. Analyze the agency’s contribution towards

brand’s growth; evaluate overall servicing team’s performance and their ability to come

up with solutions objectively.

Having an evaluation system in place which is mutually

discussed and agreed with the agency at the beginning of

the relationship is crucial. This way even the agency is

aware of the areas they will be evaluated on and it’s better

to discuss concern areas at regular intervals rather than wait

for the end of the year, when no desire or intent remains for

rectification.

Ultimately, clients and agencies share the same goal—to get the best results for the

client’s business, so why not work towards it right from the beginning in a fair and

collaborative way!

An extract by Neeral Trivedi, Associate Director at Spatial Access Pvt. Ltd