Articles by Michael All articles by Michael
- Fixing, Not Patching, The Agency Model in
What many agencies don't do particularly well is this: They try to show that they understand the clients' businesses, their market segments and competitive industry. And they often neglect to demonstrate innovative problem solving approaches.
- Winning A Media Agency Review in
The agency CEO should always lead the agency review meeting. That doesn't mean that the CEO should do most of the presenting and it certainly doesn't mean that the CEO has the answer to most of the questions. When a consultant is engaged to conduct a review the most important step is to really understand the client's business. The special needs and requirements of the client; what they are looking for and, just as important, why they are opening up a review. What went wrong with the previous agency, or what was lacking? No need to jump from the frying pan into the fire.
- Rebates: Avoid A Political Standoff And Find A Solution in
A solution is there but agencies and clients have work to do to get it in place. Agency profit is a factor to be considered. But further incentives need to be built into compensation formulas based on incremental client success. What the criteria should be and the value of their relationship to the client business is where both client and agency need to put their energy because these barometers are essential to a flourishing partnership.
- Why Clients Fire Agencies in
There are many reasons, often justified. That said, many issues that arise can often be resolved if both the agency and client believe in the marriage (or at least are willing to try). Picking another agency may not always be the solution if there isn't some real attention by the client to change certain aspects of the process that may have gone wrong before. Simply using another supplier or resource and doing the same things will not work.
- The Real Point of Integration? Solving The Attribution Puzzle in
And we're far from a solution. In many cases, digital technology-presented as part of an agency's integrated offering-- has added confusion because the real test of integration is the ability to define and identify attribution and provide an accurate measure of results. And, of course, to understand the cross-media and cross-device pathway. Sequencing is an important consideration in determining how well a campaign is working and which elements work best. And the data used to create the best model or algorithm is essential. So let's get on it and make a bigger impression.
- When Agencies Exceed Goals Should They Be Paid More? in
The answer in all likelihood is yes. But the converse is also true. No agency should work for free. That's obvious. And every agency should make a full commitment to their clients. But when everyone talks about honest partnership between clients and agencies, it also means sharing the responsibility for success or failure. Getting a bigger reward for exceeding goals and accepting less if goals are not met.