{"id":6419,"date":"2021-11-17T14:31:54","date_gmt":"2021-11-17T19:31:54","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=6419"},"modified":"2021-11-17T14:32:50","modified_gmt":"2021-11-17T19:32:50","slug":"why-its-never-a-good-idea-to-squeeze-your-agency-too-hard-particularly-now","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2021\/why-its-never-a-good-idea-to-squeeze-your-agency-too-hard-particularly-now\/","title":{"rendered":"Why it\u2019s never a good idea to squeeze your agency too hard. (Particularly now.)"},"content":{"rendered":"

\"\"Are you a marketer that wants to squeeze more from your agency? Do you feel like they should be doing more? Delivering better results? Turning things around faster?<\/p>\n

All sound like good ideas, right?<\/p>\n

What\u2019s surprising in our experience is that while most marketers aspire to have their agencies deliver more, better and faster, their approach almost always ends up having the opposite effect. Particularly now.<\/p>\n

Hit hard by the great resignation<\/a>, agencies are already scrambling to retain employees and fill gaps left by those who\u2019ve already left. And if you\u2019re already feeling the effects as a client, stepping up the pressure and asking for more will likely only make a bad situation worse.<\/p>\n

\u201cDepending how hard agencies have already been squeezed, marketers could face rate hikes of up to twenty percent.\u201d<\/em><\/p>\n

Worse still, this is only the beginning. We\u2019re already seeing agency rates start to accelerate and marketers hoping to squeeze more from already pressurized budgets are going to be challenged with agency rate hikes of up to 20% \u2013 depending on how hard their agencies have already been squeezed.<\/p>\n

So what\u2019s the solution?<\/p>\n

Stop squeezing. Start juicing.<\/h2>\n

As counter intuitive as it may seem, doing exactly the opposite can help increase productivity, effectiveness and yes, profitability. Marketers need to be investing in their agencies \u2013 not just with money, but with enthusiasm, encouragement and an investment of time. And by investing in their clients with equal doses of enthusiasm, support, commitment and time, agencies will find themselves indispensable advisors in their client\u2019s businesses.<\/p>\n

Here are some juice driving ideas:<\/p>\n

Pay for performance<\/h2>\n

Mention pay for performance, PBR (payment by results) or even \u2018bonus\u2019 and many glaze over because they perceive the metrics by which pay for performance terms can be measured to be too difficult to agree, measure or implement. If that\u2019s the case the issue isn\u2019t cost \u2013 it\u2019s an investment in time that\u2019s needed to define and agree those metrics and come up with ways to measure them. The goal is to incentivize agencies to deliver and for clients to feel good about paying for that effort so that it\u2019s a win \u2013 win for both agencies and clients.<\/p>\n

Take the handcuffs off<\/h2>\n

If you\u2019ve hired your agency for their creativity or you\u2019re an agency that touts its creative chops \u2013 then here\u2019s an opportunity to unleash it. The catch is the corporate handcuffs have to come off. No, I mean really off \u2013 not only allowing and encouraging agencies to think laterally, push boundaries and tap into areas that have never been previously (or properly) tapped, but also encouraging marketing to evaluate and nurture ideas with greater flexibility.<\/p>\n

Leverage others<\/h2>\n

By removing the boundaries that otherwise create turf wars between competitive agencies or specialized agencies, can spark fresh approaches and ideas that have previously not been explored. Rather than protecting agency turf, marketers \u2013 and agencies themselves \u2013 should create and welcome a mechanism for alternate idea generation. Why should agencies welcome it? If they\u2019re the right agency for their client they should have confidence in their role in their client\u2019s ecosystem and confident in sharing idea generation.<\/p>\n

Pay and play fair<\/h2>\n

The worst solution of all is not paying or playing fairly. All marketers need to pay fair market value for work provided and not have an expectation of \u2018free services\u2019. If there are questions around costs or resources, then they need to be openly discussed and resolved \u2013 not used as bargaining chips eke out lower costs or greater profit.<\/p>\n

Squeezing your agencies for better productivity or cheaper costs won\u2019t get the juices flowing \u2013 it\u2019ll drain already depleted resources and make a bad situation considerably worse.<\/p>\n

Juicing agency teams or marketing counterparts requires dialogue, innovation and confidence in your teams to be able to deliver the results you want \u2013 without breaking the bank.<\/p>\n

 <\/p>\n

\n

 <\/p>\n

Stephan Argent<\/a> is Founder and Principal at Listenmore Inc<\/a> offering confidential advisory to marketers looking for truly independent insight and advice they can\u2019t find anywhere else. Read more like this on our blog Marketing Unscrewed<\/a> \/ follow me @StephanArgent<\/a>.<\/p>\n

This article was originally published on listenmore.ca<\/a>. It has been republished here with permission.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Are you a marketer that wants to squeeze more from your agency? Do you feel like they should be doing more? Delivering better results? Turning things around faster?<\/p>\n

All sound like good ideas, right?<\/p>\n

What\u2019s surprising in our experience is that while most marketers aspire to have their agencies deliver more, better and faster, their approach almost always ends up having the opposite effect. Particularly now.<\/p>\n

Hit hard by the great resignation<\/a>, agencies are already scrambling to retain employees and fill gaps left by those who\u2019ve already left. And if you\u2019re already feeling the effects as a client, stepping up the pressure and asking for more will likely only make a bad situation worse.<\/p>\n

\u201cDepending how hard agencies have already been squeezed, marketers could face rate hikes of up to twenty percent.\u201d<\/em><\/p>\n","protected":false},"author":19,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[124,144],"tags":[255],"acf":[],"yoast_head":"\nWhy it\u2019s never a good idea to squeeze your agency too hard. (Particularly now.) | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" content=\"While most marketers aspire to have their agencies deliver more, better and faster, their approach almost always ends up having the opposite effect. 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