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

Achieving effective collaboration |

Agency Mania Solutions explores five ways for advertisers and agencies to overcome common relationship struggles that get in the way of effective collaboration.

Marketing Agency Growth Report |

Research Services

Agencies around the world share their growth challenges in this report from Hubspot.

Average Tenure of Client Agency Relationships |

Research Services

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.

When advertisers and agencies breakup |

  Just in time for Valentines’ Day, advertising love doctor Bruno Gralpois of Agency Mania Solutions looks at what went wrong and what could have been done to save the relationship between an advertiser and an agency.

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.

2018 Advertiser/Agency Predictions |

What should advertisers and their agencies expect from each other in 2018? Bruno Gralpois of Agency Mania Solutions explores major trends.      

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. 

How to Keep Clients in an Industry Known for Turnover |

Research Services

Mark Bachmann, Partner and CCO, Marcus Thomas, discusses the swing towards project work and the landscape where clients are less loyal to agencies, outlining tips to create a happy client-agency relationship. 

An Integrated Approach to Managing Agency Partnerships |

Discover how an integrated approach to managing agency partnerships can ensure the effective use of budgets and talents in this piece by Bruno Gralpois of Agency Mania Solutions.

How to Prevent Buyer’s Remorse in Your Client Relationships

Research Services

Peter Sena provides insight into how a smart partnership with a foundation of shared goals can create a client-agency relationship that can stand the test of time.

Best Practice Agency Relationship Evaluations |

Research Services

Decideware explores what they have learned about best practices in evaluating agency performance.

How to Differentiate Your Agency by Applying a Planning Approach

Research Services

Fern Miller of DigitasLBi provides pointers on how to differentiate an agency brand. The key takeaways are: “Be useful. Be different. Be consistent.”

4A’s Council Report: Kansas City

Agency Relations & Membership

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

Guidelines on Client-Agency Relations and Best Practices in the Pitch Process |

Research Services

WFA and the EACA provide guidelines on how to organize, conduct, and conclude a pitch process leading to a new client-agency relationship.

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.