ISBA members often contact us to discuss issues relating to their agency relationship. We have a sound understanding of the processes involved and the concerns which arise in client-agency relationships.
We can offer a listening ear, insight into how others may have tackled the issues presented and advice on how to evaluate the current situation, as well as guidance on putting things right. Sometimes members find it beneficial to just talk through issues and ideas. We also have template evaluation documents which can provide a tool to formalise issues within relationships.
Evaluation tool
Another ISBA research study, Evaluating Advertising Agency Performance, examines the state of play in terms of client-agency relationships in the UK. This report is a valuable, practical tool when it comes to benchmarking an existing agency relationship against the study findings.
The new Value Framework initiative
The industry bodies representing marketing (ISBA), agencies (the IPA) and procurement (CIPS) have created a new initiative within which to find common ground and to foster win-win relationships between the three parties.
Magic and Logic
One particular project that flowed from the Value Framework initiative looked into finding ways of working that would produce profitable ideas (for marketing services agencies) that make profit (for client companies and brands), and so deliver the win-win for both clients and agencies.
The resulting Magic and Logic report, available free of charge to members, proposed some radical and some not-so-radical changes to current practice to make the relationships between marketing, procurement and agencies stronger and make the industry as a whole better equipped to meet the challenges of the future.
108 Kb | 10 Oct 1999
