Client Relations

Keep your friends close and your partners closer.

The info you need to maintain good relations with your clients, including tips on improving account longevity, trends in agency-client relationships, and more.

Maximizing Client-Agency Relationships

Aligning Your Roster to Your Model

Take a look at the most frequently asked questions from brand leaders about their agency rosters in this article by Bruno Gralpois of Agency Mania Solutions.

The Chicken and the Egg Dilemma

Read about the most common agency behaviors and performance issues encountered by top brand advertisers and what role the brand many have played.

The CMO Survey

Duke’s semi-annual survey collects the opinions of top marketers to predict the future of markets, track marketing spending, and improve the value of marketing in firms and society.

Together, Committed to a Better World

Bruno Gralpois of Agency Mania Solutions discusses the importance of higher standard business practices in the agency selection process.

The Organized Feedback Framework

Bruno Gralpois of Agency Mania Solutions walks us through a multi-dimensional approach to leveraging all feedback opportunities to drive improvement of client-agency partnerships.

CMO Tenure Study: Progress for Women, Less for Racial Diversity

Spencer Stuart’s annual CMO Tenure Study finds that the average tenure for chief marketing officers continues to decrease.

Unlearning Common Misconceptions About Agencies

Marketers have been conditioned to accept some ideas about ad agencies that are false, according to Bruno Gralpois from Agency Mania Solutions. These misconceptions are getting in the way of effective client-agency partnerships.

The First Step to Long Term Pharmaceutical Client Retention

OpenHuddle provides relationship management best practices for healthcare agencies.

Partnership in 2021: An Inconvenient Truth

Agency Mania Solutions takes a closer look at the effect the coronavirus pandemic continues to have on partnerships between brands, agencies, and the broader marketing supply chain.

Turning a Neglected Assignment Brief into a Stellar Pitch Presentation

4A’s member OpenHuddle provides tips for producing creative briefs that win new business.

13 Questions to Help You Write a Compelling Creative Brief

Hubspot provides a guide to writing the great creative brief for ad agencies.

Effective Business Development: We Asked Your Prospects the Question for You

4A’s member OpenHuddle recommends tactics ad agencies, especially those specializing in healthcare, can use to meet interested new business opportunities.

Save Your Agency-Client Relationships from Drowning in the Pandemic Sea

Bruno Gralpois of Agency Mania Solutions writes clients can minimize risks and set a strong foundation for agency-client relations during this tense time by moving away from squeezing and pushing agencies to prioritizing and pulling them up.

Automation is the Future of Effective Client/Agency Partnerships

Bruno Gralpois of Agency Mania Solutions outlines how automation can improve workflows in marketing, in the agency world, and in client/agency partnerships.

Turning Agencies into Growth Agents

Bruno Gralpois of Agency Mania Solutions finds that automation of common agency tasks and activities in the agency workflow can drive business and impact brand growth for marketers.

CMO Survey 2020

The U.S. report from Dentsu’s 2020 CMO survey examines the top challenges and strategies for navigating the new normal.

2020 ANA 4A’s Business Case for Relationship Management Program

“The Business Case for Relationship Management,” survey was conducted jointly by the ANA and the 4A’s and serves as a follow-up to an April 2019 4A’s report, “Relationship Management Best Practices Guidance.” The report revealed that both marketers and agencies are aligned on the benefits of a relationship management program and employ a variety of […]

B2B Content Marketing: Benchmarks, Budgets, and Trends

The Content Marketing Institute and MarketingProfs examins the content marketing strategies and tactics of B2B marketers.

Successfully Managing Agency Partnerships in Tumultuous Times

Agency Mania Solutions provides five actions marketers and agencies can take during the current global health crisis to foster their relationship.

The Domino Effect: Bracing for Impact

Bruno Gralpois of Agency Mania Solutions outlines four major changes due to COVID-19 that will produce a domino effect within our industry.

What Metrics Should Advertisers Use to Make Effective Use of Their Agency Partnerships?

Read this article from Agency Mania Solutions to learn what key performance indicators (KPIs) brands and agencies should put in place to produce high-performance partnerships.

Peter Field’s Seven Lessons for Advertising During a Recession |

Peter Field looks back at the lessons learned during the 2008 recession and adapts them to help ad agencies and brands emerge from the current coronavirus pandemic much stronger.

Financially Considerate Marketers Get Better Results from Their Agency |

Aprais finds that marketers who are financially empathetic to their agency partners get better results.

Building Stronger Partnerships with eTraining

Agency Mania Solutions highlights the importance of online training for building productive agency-client partnerships.