Client Relations

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

A relationship management program helps build essential trust at every step of the agency-client relationship.  The 4A’s Relationship Management Best Practices Guidance explains how it’s done.

The ANA/4A’s Business Case for Relationship Management reveals how clients and agencies both feel about the benefits of such a program.

4A’s Relationship Management Best Practices Guidance

2020 ANA 4A’s Business Case for Relationship Management

Find additional information on maintaining good relations with your clients, including tips on improving account longevity, trends in agency-client relationships, and more, below.

Maximizing Client-Agency Relationships

AAR Partners: A Flawed Pitch Process – What the ID Comms Study Doesn’t State

Originally published in AAR Partners, December 3, 2018 By Lisa Colantuono,  AAR Partners According to the latest study by ID Comms in partnership with the 4A’s released last week, U.S. advertisers are failing to get the most value from media pitches because of flawed processes and lack of communication. The study reminds me of a blog post […]

Avoiding Deadly Scope of Work Traps |

Do you want to improve work quality, efficiency, and transparency without falling into common scope of work issues?  Find out how in the latest piece from Agency Mania Solutions.

ID Comms in Partnership with the 4A’s Releases Study on Media Pitch Practices; Reveals Shortcomings of Current Pitch Process

New research shows that US advertisers may be failing to get the most value from media pitches as a result of flawed processes and lack of communication. Better processes will ensure advertisers are more effectively partnering with agencies.   November 28, 2018: A new study, released by ID Comms in partnership with the 4A’s, reveals […]

You’re Not Overservicing, You’re Underscoping |

Tim Williams of Ignition Consulting provides suggestions to help agencies better understand and define scope.

Confident Optimism: The Feeling That Matters Most for Forging Successful Business Relationships

While it is easy for marketers to get distracted by the power of data and technology, a new report reminds us what really drives business decisions: feelings. “The Business Feeling Index: The Feelings that Move Business Forward” report, conducted by the Financial Times Commercial Insight Group in collaboration with leading global business-to-business advertising agency gyro, asked FT readers across the globe to express what feelings are crucial for creating successful business relationships.

Average Tenure of Client Agency Relationships |

There are no current reliable quantitative studies on this subject. Here’s a compilation from 4A’s Research Services of opinions from consultants on this topic.

Relationship insight can ensure the continued alignment of expectations between clients and agencies |

Use the science of love! Bruno Gralpois of Agency Mania solutions shows how clients and agencies can deepen their love for each other and have better, more aligned relationships.

Video Seminar: Pricing as a Discipline and Proposal Writing for Marketing Services |

This presentation was delivered to the 4A’s Large Agency & Media Finance Committees on October 26, 2017 by Rick Brook, SVP, Global Client Operations at WPP. 

4A’s Council Report: Kansas City

Attorney Candice Hersh reviews the latest challenges in Master Service Agreements

What’s Top of Mind for Clients Right Now – Especially Regarding New Business |

Search Consultants Joanne Davis and Dan Wald shared their perspectives on the state of client needs, wants and priorities, and also share the key findings from their recent survey report during August 7, 2016 New Business

4A’s New Business Reviews for Project Assignments Survey Report |

The prevalence of project assignments and the trend toward project pitches is on the rise. The 4A’s survey report on Reviews for Project Assignments contains valuable information on project dynamics.

Confidentiality of Marketing Services Information

This Confidentiality of Marketing Services Information position paper addresses the confidentiality of media and marketing services information.