How can clients encourage marketing agencies to play fair? One of our matchmakers looks at what it takes to keep the agency-client relationship balanced
Imagine…you’re one of 4 children. You’re constantly on edge because your mum or dad continually compare and contrast what you do over and above your siblings (and vice versa). Their expressed love, approval and financial support depends wholly on how you’re perceived within the family. Would you ‘play fair’ as a child in this household, or seek every opportunity to self-promote and also detract attention and accolades from your siblings? Human nature would say that the later would be true.
This is also true of clients wishing to retain multiple agencies. For marketing agencies to ‘play fair’ toward a collectively shared integrated campaign goal and step away from selfish posturing, clients must first foster an environment which promotes it.
Rules must be set upfront and client-side marketers must be unified and consistent in disciplining and rewarding marketing agencies toward enforcing the rules. Insecurity and perceived untapped opportunity motivate marketing and communications firms to posture for a larger slice of a client’s budget.
So, our advice for client-side marketers wishing to achieve integration amongst multiple firms? Lead the way. Set clear rules and be consistent in rewarding and disciplining firms toward achieving the set goals while ‘playing fair’.
