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

Responsible Measure in Uncertain Times

Bruno Gralpois of Agency Mania Solutions finds that during uncertain times advertisers have the opportunity to turn agency relationships into true partnerships that are based on mutual respect, collaboration, and innovation.

What’s Your Risk Profile?

Bruno Gralpois, co-founder of Agency Mania Solutions, outlines the four decisions advertisers have to make when creating successful ad agency relationships.

CMOs to Target Now |

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Winmo features ten brands with new CMOs that agencies should keep an eye on. The report maps out who agencies should approach, how to contact them, and even what to say to make an impression.

Mastering Agency Relationships |

  Marketers can master agency relationships with several critical skills.  Bruno Gralpois of Agency Mania Solutions details the many hats marketers must wear to have successful agency relationships.    

Tech Trends 2020 |

Research Services

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

New Year Outlook | 2020 Survey Report |

RSW/US highlights marketing trends, challenges, and predictions based on a survey of both marketers and agencies.

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.  

B2B Content Marketing: 2020 Benchmarks, Budgets, and Trends |

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This annual report from the Content Marketing Institute and MarketingProfs examines the content marketing strategies and tactics of B2B marketers.

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

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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

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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.

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.