Reduce the Pain of Agency Change

March 21, 2008 12:00 AM

By Jonathan Bender

We talked to June Blocklin of Gilbert and Company, advertising agency consultants, about the difficulties to overcome when searching for a new brand agency and how CEOs can sometimes, mistakenly, value chemistry over an idea that could transform the earning power of their brand.

Where are the places that most companies stumble when searching for an agency to partner on a brand?

The right short list is a critical starting point - and the place where companies often miss. There are thousands of alternatives available and always more than one agency that can fit the bill.

The key in getting to the right short list is knowing how well the different agencies fit the criteria you determine are important. You want to find, say, five agencies that not only deliver the services and have the relevant experience that you want, but are hungry, for whatever reason. That's an indication that they will step up and do a good job.

Importantly, that list should not always be about who's "the hottest." A fabulous campaign done for somebody else doesn't necessarily mean they'll do the same for you. You want to make sure you are talking to companies who want you as much as you want them.

CMOs are under immense pressure to deliver results immediately. Does an accelerated timeline ever negatively influence agency selection, whether through instability or an ill-informed decision?

Shortcutting the agency decision-making process would be a big mistake. Casting is such a key ingredient to marketing success - and that includes agency partners!

On the flip side, you don't want to make the selection process so complicated that your ideal agency opts out of consideration.

We find that when companies are taking the trouble to hire a search consultant, they tend to give the process the proper weight.

Do new CMOs uniformly change agencies?

Although CMOs want to put their own stamp on an organization, they should be cautious about changing their agency. It's disruptive to change your partner - nobody wants to turn the machine off in the middle of a big push.

Of course, the arrival of a new CMO is often a signal that something has to change. But sometimes, the solution can be as simple as an adjustment within the agency leadership team. And that might be enough of a wake-up call so that you don't have to turn your entire business on its head.

In looking for an agency what do clients typically overvalue and what do they undervalue?

We are often surprised by the importance placed on team chemistry in a working relationship. What's interesting is not that it is overvalued by the client, but that it is undervalued by the agencies. Without exception, in every agency review we see an agency that has great ideas that gets knocked out of the consideration because the client doesn't think they can work together. Likeability is such an important factor.

Unfortunately, this can cause clients to pass on original, creative thinking on behalf of their brands, leaving losing agencies baffled. Clients are simply unwilling to trade a difficult working relationship for a big idea. Of course, agencies can help solve this problem by investing more energy in making sure the chemistry is good.

What are the potential chemistry killers that you should pay attention to as you evaluate agencies?

Nothing signals potentially bad chemistry faster than an agency team that doesn't work together. Does the creative guy contradict the strategy guy? Do they appear to like each other or were they just thrown together? Does one person dominate? Do they finish each other's sentences? Are they having fun?

Generally speaking, you can infer that a team that works really well together will work well with the client.

Another killer is when agencies appear not to listen. When an agency fights for an idea, their approach might strike you as inflexible. You must be careful not to confuse courage of conviction with unwillingness to collaborate.

How can a company effectively assess a potential partner's capabilities in the new media landscape?

Many agencies bring digital capabilities to the table, but that doesn't mean that they are digitally centered. The big question is whether they can convincingly blend those capabilities in an effective way.

Clients should look for evidence that a digital transformation has occurred. If it has, the agency will do more than simply make sure that the digital channel is represented in the room. It will approach the marketing challenge from a digital perspective, and it will demonstrate an understanding of how online and offline worlds interact.

Permallink | Comments(0) |

Subscription Options

You are not logged in, so your subscription status for this entry is unknown. You can login or register here.

Comments

No comments found.