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How brand advertisers can produce more strategic client/agency performance evaluations by making them truly actionable.
You are watching: Percent of the time it works every time
“They”ve done studies, you know. Sixty percent of the time, it works every time.”
This is the famous line by Brian Fantana, the anchorman with a dark mustache and coworker of Ron Burgundy. In the 2004 film “Anchorman: The Legend of Ron Burgundy,” Brian Fantana (played by actor Paul Rudd), a ladies” man (or at least trying to be), shares with Ron Burgundy (Will Ferrell) a fact as to why his cologne is so effective.
Sadly, “Sixty percent of the time, it works every time” is a good way of summarizing the outcome of most client/agency performance evaluations.
Typically conducted annually or semi-annually, these efforts allow client teams and all their agency partners to uncover valuable insights about what’s working or not working in the relationship. They do this by asking the various stakeholders to provide feedback across a number of carefully selected survey attributes. Yet, when these teams fail to take action based on the survey findings, it critically undermines the value of this important process.
Here are six effective ways to ensure resulting action plans yield the most value in the relationship:
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Don’t get lost in a sea of operational challenges that take you away from what really matters: taking concrete steps to up-level the value of these strategic relationships.
Follow these guidelines to turn your existing performance evaluation process into a more robust and valuable exercise in which you can see your partnerships flourish.
Here is another oxymoron that would make Brian Fantana proud: Unless you focus on the outcome instead of the process, 60 percent of the time, it fails every time. However, for most of us (sorry Brian), that’s not good enough if we are to build strategically driven client/agency relationships that thrive and produce astonishing work.
If you would like to learn how to drive greater value from your client/agency relationships, consider reading Agency Mania (http://amzn.com/159079205X) or signing up for our complimentary Monthly Industry Update (http://www.agencymaniasolutions.com/subscribe).
Bruno Gralpois is the co-founder of Agency Mania Solutions, a premier service and technology firm specialized in helping companies realize the transformational value of managed partnerships. Bruno is the author of best-seller “Agency Mania,” the former chair of the Association of National Advertisers (ANA) Client/Agency Committee and a faculty member of the ANA School of Marketing. Bruno is an active member of associations and industry forums, where he contributes to increasing the impact of effective client/agency relationships and brand building efforts on a company”s bottom line.
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Bruno, I love the 6 effective ways to get value from the action plans! These apply to many disciplines, not just agency management, so those outside the marketing scope should also incorporate this thinking.