Just like a marriage, the full-service marketing agency-client relationship is a two-way street that requires trust, honesty, understanding, transparency, and mutual respect. And, once the ink dries on the contract, both parties are in it for “life,” or at least the life of the contract.
Unfortunately, many business relationships last about as long as a Hollywood wedding. HubSpot noted that business relationships back in 1984 continued an average of 7.2 years then dropped to 5.3 years by 1997. Recent research by R3, a blockchain FinTech company, revealed that the current advertising agency-client relationship lasts an average of only 3.2 years.
What can we do to make the agency-client relationship last longer? There are three principles that contribute to a healthy relationship, and each party must do their part to make it work.
1. Clarity of Communication
Clear communications between companies, departments, and individuals are vital to the success of long-term goals. For collaboration to work, there must be a communication structure, and each company must adhere to it. Using a single point of contact on each side, if possible, reduces communication errors. All internal communications funnel through the contact person or persons reducing chaos.
The Agency Side – For agencies, the account manager is typically the person who gathers information and feedback from the client. It’s the account manager’s responsibility to see that the information gets to the right party and department. They are also responsible for sending accurate information to the client.
The Client-Side – The project manager is the point of contact. His or her role is to receive direction from the various stakeholders and present it to the ad agency. It is a key role because it focuses differing opinions into one unified track. Avoid bombarding the marketing company’s creative team with opposing directions. Otherwise, they end up guessing who has more authority and which path to take.
Clear communication begins with defining specific goals, expectations, and accountability.