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Reinvigorating the client agency relationship

At the recent Alliances Adaptathon, clients and agencies agreed on three key pledges to try and improve their relationships, as discussed in IPA President Ian Priest’s feature in Marketing Magazine (November 2013).


Read Priest’s feature here.

The article highlights the main outcomes from Priest’s first Adaptathon on 3rd October, part of his ADAPT agenda, which kick started 100 days of experiments between clients and agencies. During the 100 days, the following key pledges are to be implemented:

  1. Creation of a relationship contract
  2. Creation of a Head of Retention post within agencies
  3. A 100-day charter committing agencies and clients to working practices within the first three months of their relationships

Says IPA President Ian Priest; “Feedback on the day has been nothing but positive, with a commitment to doing things differently. We are now working to consolidate these ideas and make them practical. And this is just the beginning.”

This month’s Marketing also features additional articles highlighting the importance of the client-agency relationship:

Suki Thompson, founder of Oystercatchers, discusses how by optimising relationships with agencies, clients can thrive. Oystercatchers have seen 75% of their clients deciding to invest in relationships management, training and coaching over the past 12 months. Read more about the impact enduring partnerships can have on marketing success.

“Strong relationships are built on trust, and the cornerstone of trust is reciprocity” says an anonymous agency CEO, who believes it’s time for marketers to treat their agency partners with more respect. Read more here.

Last updated 29/10/2013

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