Studies have shown that the average client/agency relationship lasts 2-3 years. Some organizations must be perpetually searching for new agency partners.
A strong client/agency relationship should be hitting its stride at 2-3 years. The agency has a solid understanding of the client’s products and/or services. The client has become comfortable with the agency’s approach to planning, strategy development and the creative product.
So what can be done to extend the length of the partnership?
One key is clearly identifying those areas where the agency can provide a higher level of value. Over the past ten years “DIY Marketing” has moved beyond a trend to a reality. Years ago, some organizations had no internal resources. Others may have had one designer, and perhaps a technical writer.
Today, clients’ in-house capabilities include designers, a full Web dev team, video, copywriters, media planners, etc. Every Movéo client has internal resources they leverage to produce a variety of communications.
Agencies need to recognize this fact and adjust their offering accordingly to best meet the needs of each client. This includes providing clients with “higher level” services such as research, brand strategy development, emerging media expertise, motion media, etc.
Client and agency must work together to identify the areas where the agency can truly provide value. Based on this understanding teams from each side can truly collaborate to produce highly effective work.
The result? Partnerships that last well beyond 2-3 years. Other nice by-products include an increase in brand value and enhanced business results.
Bob Murphy, Managing Partner
