Seven Things Marketers Need to Know About Agency Partnerships
By Satoru Wakeshima
So, you go through the long, arduous task of an agency selection process. “We’re not looking for just a great agency,” you say. “We’re looking for someone that will truly partner with us.” The agencies go through a rigorous request-for-information (RFI) and request-for-proposal (RFP) process that involves lots of important people who have little time for this kind of thing, but “this will affect the future of our organization and our brands!” Then each agency is brought in to demonstrate how it is different, answer questions with all the right answers, and put on a show. Finally, you’ve found them—the agency you’ve been searching for. Great people, incredible talent, the right experience, and, thanks to procurement, a great price! You’re excited and they’re excited, too. “We love these guys! GREAT! (pause) Now, we can’t stand them.”
Unfortunately, those quickly changing feelings are common. Why?
Let’s look at how a partnership between an agency and a client compares to other partnerships in our lives. 1. Money Matters
Most people don’t have to pay someone to be their friend, mate, or partner. Money makes a relationship awkward. But here’s the truth: The creative folks aren’t in it for the […]