In an annual survey on advertiser-agency relationships featured in The New York Times, the results of the survey findings stated “many aspects of the relationships between agencies and their advertiser-clients continue to be rated at or near historic lows” — aspects that concern increasing “hassles” and “tensions” between them.

            I feel responsible when an agency loses a client after many years of successful brand-building service or when an advertiser is terribly frustrated at lack-luster agency performance. I feel equally responsible when an agency search is launched without the advertiser’s full understanding of what the current agency does or perhaps can do. And, I also feel responsible when that very same agency does not seem to communicate compelling ideas with enough clarity, wedded to pragmatism, to retain their client’s business.

            I feel responsible, for two decades ago, MorganAnderson Consulting invented many of the tools and processes used today throughout the industry to help advertisers through their agency searches. This is not meant as braggadocio but merely a reality of the past. As the managing partner leading the agency review practice for MorganAnderson Consulting, I helped many advertisers seek new agency partners; sometimes for better and sometimes not. But always, always, no matter how sophisticated the approach, we could never overcome the inherent flaw in all agency reviews: the process, by nature, is artificial. It cannot capture an essential ingredient that develops, or should develop, between an advertiser and its agency over time.

            This ingredient is a space that exists on the edge of what is and what is to come. It is where humanistic values reside in the partnership. It is a fragile space, and the only space in which creativity lives. It cannot be managed with metrics and linear thought alone. If respect for this space is not honored and is abandoned, then innovation will not thrive while mediocrity and sameness rule in its stead.

            I do not believe that as an industry, we have done enough to help advertisers and agencies understand this valuable space in the forging of lasting partnerships in service of Brand wealth. I have always believed, and still do, that my real job is to help advertisers and agencies “work better together”.
           
            However, advertisers and their agencies need to want to do the work involved towards ‘continuous improvement’. With ever increasing time and scheduling constraints coupled with both the blessing and tyranny of technology keeping so many linked to their businesses 24/7, this unique business partnership often feels it has no time for these “softer assessments”. 

            Many advertisers no longer perceive their agencies as partners but as vendors. There are differences though between being a partner and being a vendor. And these differences affect motivation, inspiration, dedication, truth, skin-on-the table…and an environment where creativity is easily birthed. 

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