Why it matters
As the relationships between agencies and clients grow in complexity, the need for marketers to focus on the dedicated discipline of agency management needs to expand. Brands are demanding increasingly more from their agencies, and marketers including Dell and Toyota have created dedicated teams responsible for getting optimal value from these agency partnerships.
- To determine what kind of agency model makes for the best partnership, clients need to evaluate the breadth of options available and the implications each scenario may have for the company’s marketing effectiveness, studying an agency’s abilities at integration, costs, speed to market, agility, process efficiencies, brand/message control, and internal resourcing.
- Before a marketer begins the search for an agency, they must ask themselves a key question: Is there a strong business case for making such a move?
- To get outstanding work, marketers need to incorporate a number of aspects into their relationship, from being demanding and provocative to building trust and transparency.