Thursday, June 24, 2010

How Marketers Can Reduce Tension in Managing Multiple-Agency Relationships

In today's increasingly complex marketing environment, clients are reaching out to a broader range of agencies to gain new channel expertise and fresh perspectives. This is especially true as digital continues to grow and branch out into social media, online content and mobile. According to the 2009 ANA Digital Marketing Compensation survey, 39% of marketers are now using five or more agencies in the digital space alone.

However, as Ad Age reported in its April 26 issue on "Agency/Marketer Relationships," having more agencies at the table has introduced new tensions and challenges among clients and agencies. This is compounded by the fact that agencies feel they are being asked to deliver higher-quality and innovation even as they face cost-cutting pressures and changing agency assignments. The article talked about what agencies can do to help improve client relationships; several agencies commented that they would like to hear more about what clients can do on their side.

Many marketers are looking for new ways to maximize the value of their multiple agency relationships and to help set up their agencies for success. Below are five best practices shared at recent ANA Agency Relations committee meetings:

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