Six months have passed since you began working with your new communications firm. And while they started out strong, they seem to be falling down from time to time on simple things. You’re starting to second-guess your decision and question whether you’ve selected the ‘right’ marketing agency for you.
What should you do?
One of our matchmakers was chatting to the good folk over at Aprais, a firm focused on improving client/agency relationships. And, apparently, if the scenario above describes your own, you’re not alone; a great number of agency/client relationships struggle around the 6 month mark. At 6 months, the relationship is no longer new and any misunderstandings or aspects overlooked during the ‘onboarding’ process become painfully apparent.
So, while you may be tempted to re-open the agency search and selection process and threaten a change, there are alternatives:
- Disclose problems and identify their roots
At times, problems can be due to misunderstanding of necessary processes to follow, each firm’s cultural norms and ways of working. - Look within
In some cases, early problems are due to communication problems. And while it’s very easy to blame the agency, be honest with yourself regarding what you could personally do in order to improve. - Are you providing thorough written project briefs to inform agency-side staff? [if not, request their template and/or a short workshop to help you to brief them properly]
- Are your expectations reasonable? [remember the old industry cliche: 'cheap, fast and good...choose 2']
- Have you made an effort to provide your agency team your time? [Have you seen one another in person at least once a month during the first months of set-up?
- How long does it take you to respond to their voicemails and/or emails, on average?]
- People problems
Historically, marketing agencies’ ‘A-teams’ have pitched for business and switched the client-firm’s account to a junior team upon award. While this industry practice is, thankfully, changing, it still happens. If you feel that the person (or people) who are working on your account are not a good fit, request a change. And ask that you have a role in deciding whom will be placed on your account. It’s normal now for client-side marketers to request that they be able to interview staff which may be placed on their account–this is particularly true in the case of lead account service people and creative directors who will work on client accounts. - Presence of mind
Do you feel that your key contacts agency-side are the right fit, but stretched thin? If so, it’s worth exploring the reasons and solutions. - Call for help!
Firms like Aprais act as ‘marriage counsellors’ supporting firms to achieve healthy client/agency relationships.
If you’ve just appointed an agency, be in touch to request a copy of our Agency Onboarding Guide to inform your agendas for your initial meetings post-appointment to ensure a strong start. Or, if you’ve decided to explore changing agencies, please be in touch. We’d be delighted to help. Whatever your need, you can contact us at info[at]findgood.co.uk.
