No matter whether there is a change in CMO or marketing director or whether it’s time for a review, agency management can be an emotional challenge. Over years of collaboration, organisations build collaborative ways of working together – processes, systems and tools become intertwined. People become friends. Colleagues. Even partners. So what really happens when a client fires an agency? Darren Woolley has an answer that may surprise you.
As Founder and CEO of TrinityP3, Woolley has a particular view on how and why the client-agency comes undone. “The sum of the parts equal an underlying whole … which is they no longer feel the love and commitment”. The challenge, however, is that this is an emotional response to a situation, but the business focus remains on the work being performed. As a result, the agency may respond to the client’s feedback technically or creatively while not addressing the client’s feelings of dissatisfaction. This is a recipe for disaster.
In his chapter for the SoDA Report on Digital Marketing, Woolley goes into more detail, suggesting that there are four critical junctures for the relationship:
- When a new marketing leader is appointed – it’s review time, so the focus on rapid relationship building is essential
- Before the honeymoon ends – don’t wait until the goodwill is gone, start proactive account management from day 1
- Quiet periods – the challenge is to remain visible, provide value but don’t appear to be wasting time and money
- Performance pressure – when the work is underperforming, tensions are bound to arise.
Navigating the professional and emotional tightrope is always challenging. But going that extra mile really never hurt any relationship.
The SoDA Report’s Digital Marketing Outlook is a great snapshot of the industry. Covering topics from the modern marketer to technology, with a couple of handy case studies thrown in, it’s a fantastic resource to inspire your 2015 planning.
