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

How Brands Prioritize Getting Better Work and More Value From Their Agencies at Every Stage of Their Fiscal Calendar |

Integrate demands into the partnership lifecycle to better weather the current business environment.  Find out how from Agency Mania Solutions.  

Cutting agency fees to answer your budget challenges may be a big mistake |

At a time when corporate restructuring, zero-based budgeting, and other cost-cutting initiatives make up most headlines, reducing a large part of advertisers’ marketing budgets – namely agency fees – is without a doubt very tempting. However, asking agencies to cut their fees, without careful consideration or understanding of the downstream implications, is a bit like […]

Reform Your Language, Transform Your Firm |

Research Services

Tim Williams of Ignition Consulting group offers advice on how a change in vocabulary can lead to the development of more collaborative partnerships.

Fix Client-Agency Relationships Before Replacing Them |

. As the average length client-agency relationships grow shorter, it may be time to consider if replacing is better than repairing.  Bruno Gralpois of Agency Mania Solutions urges advertisers to conduct a diagnosis of the root cause to figure out if relationships that aren’t broken are being replaced.

What should CMOs ask? |

Brand advertisers must constantly assess and reflect on the important role they play in managing their agency partnerships effectively and responsibly.  Find out what CMOs should ask themselves and their organizations, according to Agency Mania Solutions.

Value of relationship longevity

How can relationship longevity contributes to quantifiable value for brand advertisers through more effective collaboration and institutional knowledge?  Find out in this latest piece by Bruno Gralpois of Agency Mania Solutions.

Webinar: Perspectives on New Business and Client Relationships |

This presentation was delivered to the 4A’s Central Region New Business Committee on June 13, 2019 by Deb Giampoli of Stone Soup Consultants.

CMO Average Tenure Decreases to 43 Months

Research Services

Spencer Stuart’s annual CMO Tenure Study finds that the average tenure for chief marketing officers is decreasing.

Rethinking Agency Performance |

Indexing agency value to drive more effective use of talent, improving performance and ROI.  The AMS Value Index helps define value to help rethink agency performance.

New CMO=New Agency |

Research Services

4A’s Research Services gathered recent examples of clients putting accounts in review when new CMOs are hired.

4A’s Guidance: 4A’s Relationship Management Best Practices Guidance

Relationship management is how you keep winning after you’ve won. 4A’s Relationship Management Best Practices Guidance is your new playbook.

Industry Pulse: A Look Ahead at 2019

Research Services

Integral Ad Science surveyed digital ad professionals to learn how the challenges they face will drive change in the digital advertising industry.

To Increase Agency-Client Trust, Align the Incentives |

Research Services

Tim Williams of Ignition Group offers suggestions for rebuilding trust between agencies and clients.

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

Avatar

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 […]

New Year Outlook | 2019 Survey Report |

RSW/US explores the biggest challenges facing ad agencies from the perspectives of both marketers and ad agencies.

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.

Strategy Secrets for 2019 from Marketing Executives |

Research Services

Conductor surveys marketing executives to learn the top marketing trends and challenges for 2019.

Tech Trends 2019 |

Research Services

Deloitte analyzes and guides CIOs through eight trends that could disrupt business over the next year.

Trends for 2019 |

Research Services

Ogilvy Consulting makes five predictions for 2019 in its annual trend report.

Insights from 4A’s Research | Direct-to-Consumer: A Revolutionary New Concept?

Research Services

Learn how DTC brands are changing the ad agency model in this insights piece from Marsha Appel, SVP, 4A’s Research.

The CMO Lifecycle | Tenure Analysis and New Business Opportunities |

Research Services

Winmo reports CMO tenure trends and what it means for ad agencies in this exclusive access for 4A’s members.

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

Marketing & Communications

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 […]

The SoDA Report | Global Digital Outlook |

Research Services

SoDA and Forrester feature research digital trends to watch, growth in digital marketing budgets, agency landscape trends, and client-agency relations.

Stop Filling Orders and Start Solving Problems |

Research Services

Agencies can show that they are in the results business rather than the service business by solving instead of executing.  Ignition Consulting Group explains how.