Post by account_disabled on Dec 24, 2023 3:39:49 GMT -6
When advertisers have to evaluate the quality of the agencies they choose to collaborate with, most are neither "good" nor "bad." And folded between the multiple shades of gray, they are something in between. In fact, 80% of agencies are described by their clients as “good enough” (and that's it). It may be that when the client set his sights on the agency, its work was truly superb, but the truth is that the creative vitality of agencies is cyclical in nature . And over time its performance tends to become mediocre and clearly unsatisfactory. So what should an advertiser do when, after communicating to the agency with which it collaborates that it needs to go beyond good enough, it prefers to continue walking along the same path? Should you settle for the good enough (but not outstanding) work that the agency puts in your hands or should you perhaps slam the door and go in search of fresh creative inspiration? The difficult ballot of requesting a “divorce” from an agency The decision to ask an agency for a “divorce” is often terribly complicated , especially when there are years and years of “marriage” involved.
And quite a few CMOs delay sine die a decision that on paper makes all the sense in the world to make. At the expense of terribly conflicting feelings, how then does the advertiser know whether or not the Phone Number List agency they have been collaborating with for years deserves another chance? When is enough really enough? When making the (very painful) decision of whether to stick with an agency that is only good enough or instead ask for divorce papers, advertisers must answer the questions that Avi Dan proposes below in an article for Forbes : 1. Is the agency meeting previously established performance objectives? Is the agency undertaking the tasks placed in its hands with sufficient excellence? Are you being faithful to your former leadership role in creative terms? Even if there are circumstances that justify it to a certain extent, no one likes it when an agency does not do its job adequately.
And this is not really in anyone's interest (not even the agency's benefit). 2. Is the market in a position to offer a better agency at a similar price? Some advertisers hesitate to end their relationship with an agency that is only good enough because they don't really know if they will be able to get a better agency. Many clients are also deeply concerned about the time, energy and resources they will have to invest in finding agencies with skills, talent and a level of dedication similar to the agency they already have at their side. Replacing an agency is not easy, but the truth is that, when the time comes, everyone is susceptible to being replaced. And a new agency can provide the freshness and diversity of thought that the advertiser is looking for so hard. Changes are inevitably weighed down by difficulties, but they can be worth it in the long run.
And quite a few CMOs delay sine die a decision that on paper makes all the sense in the world to make. At the expense of terribly conflicting feelings, how then does the advertiser know whether or not the Phone Number List agency they have been collaborating with for years deserves another chance? When is enough really enough? When making the (very painful) decision of whether to stick with an agency that is only good enough or instead ask for divorce papers, advertisers must answer the questions that Avi Dan proposes below in an article for Forbes : 1. Is the agency meeting previously established performance objectives? Is the agency undertaking the tasks placed in its hands with sufficient excellence? Are you being faithful to your former leadership role in creative terms? Even if there are circumstances that justify it to a certain extent, no one likes it when an agency does not do its job adequately.
And this is not really in anyone's interest (not even the agency's benefit). 2. Is the market in a position to offer a better agency at a similar price? Some advertisers hesitate to end their relationship with an agency that is only good enough because they don't really know if they will be able to get a better agency. Many clients are also deeply concerned about the time, energy and resources they will have to invest in finding agencies with skills, talent and a level of dedication similar to the agency they already have at their side. Replacing an agency is not easy, but the truth is that, when the time comes, everyone is susceptible to being replaced. And a new agency can provide the freshness and diversity of thought that the advertiser is looking for so hard. Changes are inevitably weighed down by difficulties, but they can be worth it in the long run.