A marriage manual for good relations with your ad agency
Your relationship with your ad agency should generate great campaigns,
not gruesome conflicts. To see that it does, here's some advice from Marketing
- Write a statement of objectives so both parties have a record of what's
- Specify a budget and timeline.
- Designate someone in your operation to approve the agency's work. This
will eliminate mixed signals and save you time and money. Also designate
an understudy for that person someone authorized to approve the work
if the first designee is unavailable.
- Keep records of your meetings and phone conversations with your agency
and circulate them to everyone on your staff involved with the project.
This eliminates the "No one told me about it" syndrome.
- Resolve problems or misunderstandings immediately through a meeting
or conference call.
- Meet regularly with your agency. Though face-to-face meetings are more
trouble than conference calls, they're important in establishing and maintaining
- Evaluate your relationship with your agency at regular, predetermined
intervals. If it's strained and inefficient, you don't want the problems
- Know when to divorce your agency. Not all marriages can be saved. If
there's a deep-seated problem the agency doesn't think the account
is profitable enough, for example it's best to untie the knot.
Copyright © 1998 by Bond Communications.