Top 6 Agency–Client Killers

Welcome to the first weekly top list. Each Monday we will take a spin through another top list. Hey if it worked for David Letterman, then who knows (do I have to have ten, David?)!

We are talking mostly about 1-1 relationships here, about the lead points of contact for an account or piece of an account, not the macro organizational issues, which might be another list. Note that many time these relationships do work very well! However, it is my nature (and usually more interesting!) to look at where things could be better. So, here we go:

#6 – The Wrong People

You know, “Ted is just not a 'fit' for this account”, or “client X just rubs me wrong.” This is sometimes legitimate, but often it can be a cop-out for true effort. Focusing on the work and results can often resolve these perceived issues.

Solution: Roll up the sleeves.

#5 – One Sided

Just like love, it takes two. If one of the partners is “too busy” or detached then beware.

Solution: Reach out often. Be up-front! Find common ground.

#4 – I'm Bored

This is a classic. Keeping the same people on the same business for too long is bad. People get frustrated, jaded and irritable.

Solution: Rotate.

#3 – Wrong Place & Time

No matter how perfect the personalities and how intense the effort, if the retainer or project is just intrinsically flawed due to structural, business or organizational issues, forget it. At the end of the day relationships will suffer.

Solution: Be realistic about where you can add value for your clients and how much. Also, look for incremental work as an exit strategy.

#2 – My Brain is Bigger

Sorry, but you know its true. Too often a client or account lead will feel the need to prove their value by showing how smart they are. The agencies need to show why they are there and the clients often want to show that deep down they really might not need an agency.

Solution: Collaborate and make each other look good. Give credit where it is due and be self confident.

#1 – Malfunctioning Teams

If one side or both have serious team dysfunction, the points of contact will be in continual struggle.

Solution: Reach out for help from the other side. Collaborate on how to support and improve. Also, see #3.

At the end of the day, it really is about people. But the people should be about the work. Good folks working collaboratively towards goals can overcome many of the above pitfalls. Vision is good. Nevertheless, it is too often the case that it begins to be 60% about the work and 40% about positioning, careers, politics, rates, etc. Eventually that turns into 20% work and 80% “where's the door.”

J