To Increase Agency-Client Trust, Align the Incentives

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To Increase Agency-Client Trust, Align the Incentives

The level of mutual trust between agencies and their clients is at an all-time low. There are many culprits, some historical and perennial, some temporary and episodic. The current debate over media “transparency” is a manifestation of the erosion of trust in agency-client relationships. But it is also symptomatic of the underlying cause of this mistrust …

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Stop Filling Orders and Start Solving Problems

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Stop Filling Orders and Start Solving Problems

The decline in the perceived value of advertising agencies can be closely correlated with their increasing propensity to dutifully fulfill “scopes of work” rather than proactively solve client problems. An unfortunate number of firms have forgotten that the role of the professional is to probe, question, and diagnose, not simply to provide services …

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Rebuilding Your Business Model

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Rebuilding Your Business Model

Most leaders have never stopped to consciously identify, examine and modernize the interlocking pieces of their business model framework. In truth, precious few leaders of professional firms could even map the elements of their business model on a piece of paper. So when we see headlines about “the death of the agency business model,” the issue is more a matter of benign neglect than mismanagement …

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You're Not Overservicing, You're Underscoping

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You're Not Overservicing, You're Underscoping

If your internal teams are continually raising the red flag about projects that are “over estimate,” this is almost always a misdiagnosis of the problem.  The vast majority of agency assignments haven’t been properly scoped…

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How to Be a Price Maker Instead of a Price Taker

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How to Be a Price Maker Instead of a Price Taker

Most firms feel they’re stuck on a treadmill when it comes to agency compensation. Actually, it’s more of a time warp. That’s because the cost-plus model employed in most agency-client agreements dates back to the early days of the industrial age …

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