Are you in a happy marriage?

People sometimes compare the relationship between a Marketer and an Ad Agency, to a marriage. Why? Because it’s a close, emotional, subjective relationship. Like a marriage, the best client-agency relationships are based on trust, honesty, shared responsibility, fulfilment of mutual goals, respect and open communication. Oh, and fun! It needs to be a true partnership: “for better or for worse”. Can you say that your relationship lives up to this?

Are your people at war with their people?

You may play a great game of golf once a quarter with their CEO, but do your guys on the ground complain about the relationship all the time? So often, the senior management of both companies get on really well and respect each other. There is well intentioned loyalty to their relationship. But when it comes to the day to day relationship, people one either side of the ‘fence’ can be disrespectful, rude, unrealistic, unfair, confusing, dogmatic, dictatorial and anything but mutually inspiring! Can this be conducive to the best advertising for your brand?

Are your mutual goals clear, and aligned?

The advertising you do is part of your business’ broader business goal. The agency’s handling of your account plays a critical part of achieving their own business goal. Are your goals aligned? Are they even communicated? Values are also important - though more subtle. Values define the principles by which we do business. Why is this important? In such a close relationship, where people are communicating every day, sometimes from vastly different viewpoints, common goals and values are essential. Even knowing and understanding the key players’ own personal and professional goals. This relationship may make ‘em or break ‘em.

Is your brand getting the advertising it deserves?

There’s a well-known saying that clients get the advertising they deserve: good clients get good advertising and bad clients get bad. But take the people out of it. Is your BRAND getting the advertising it deserves? Should your brand be held hostage by the dynamics within the communication team? Do you, or your agency, have the right people doing the right jobs?

Are you meant for each other?

Sometimes the wrong partners end up together. Face up to it. Work out what you want and need and whether it is mutually beneficial. Move on if need be. Fairly.

Are pitches really necessary?

Pitches can be a waste of time. There are not many agencies that will easily fulfil your unique requirements, down to a match of values and culture. Spend the time fine-tuning exactly what your business and brand needs are, and what your own goals and values are. Work out why it didn't work with your current partner. Sometimes figuring out what went wrong is helpful in getting things right. It may be on your side! Then we’ll help you assemble a VERY short list, and appoint a new partner, for the right reasons: the potential for a great partnership, not just the show-biz on the day.

So, why Adtherapy?

Improve your own company’s skills in the field of advertising, and get the right ad agency to align with your business goals. Get the right partner for what you need and want, and let your business help grow theirs too. This is the best way to invest, not just spend on advertising.