Top 10 reasons to switch your ad agency in 2009

By Seamus Walsh
Focus area Strategy
Functional area Marketing
Position statement Your relationship with your ad agency is critical to the life and success of your business. If your ad agency doesn’t understand your firm’s needs in relation to true marketing metrics, it’s not an agency that can achieve the results your firm needs.

Top 10 Reasons switch your ad agency

Your relationship with your ad agency is critical to the life and success of your business. So much rides on advertising, therefore the agency you work with needs to be a good fit for you. Not surprisingly, there are many mismatches out there. So how do you find out whether the ad agency you are working with needs to be dumped? Here are 10 excellent reasons to get rid of yours and move on.

1.    If your ad agency doesn’t understand your firm’s needs in relation to true marketing metrics, it’s not an agency that can achieve the results your firm needs.

2.    If the compensation plan you have in place with your marketing firm is based on a retainer, you may want to rethink it and put a performance based one in place. If your firm does not offer this option, find one that does. This ensures measurable results.

3.    The agency... More

Summary


As with any B2B relationship, your ad agency is a provider of services that you need. Regularly evaluate how they are doing. Communicate feedback, needs and goals to them clearly and concisely. Expect failures from time to time. However, should you come to the point of no return with any of the above issues, it is better for your firm to move on and find an ad agency that better syncs with your needs.
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