Client/Agency Relationship for Agency
03-1014959-049

There are characteristics of ideal client/agency relationships that are
true across all partnerships, regardless of product portfolio or
product category. It's important to us, an agency of so many global
brands - single brands, products and services (McDonald's, Marlboro and
multiple brands and business units (P&G, Kellogg's, Pillsbury, Walt
Disney) - to understand these best practices so that we can improve all
of our clients' ability to grow their businesses. Therefore, we
regularly conduct internal research, canvassing the global clients and
internal brand teams, to identify what we call "Brand Building
Excellence Best Practices." Some of our key learnings include:

· Strong top-to-top relationships
· Clear roles and responsibilities in terms of strategy, execution,
media and budget development
· Bottom-up and top-down input and agreement on who makes the final
call
· Parallel (not identical) business structures, meaning an agency
structure that mirrors the client's
· Clear communication and information sharing
· Frequent face-to-face progress checks
· Common language and understanding of the process

Outside of a specific list, one of the key "best practices" identified
was the motivation and empowerment of people and teams. The large
multinational businesses acknowledge that they have long put an
emphasis on developing systems and practices that share learning and
simplify efforts. What most of our clients were surprised to find they
had in common was a need for more emphasis on developing these strong
teams. Some areas of success included tools like:

· Processes that empower instead of dictate
· Small, diverse teams with real authority
· Top management advocacy and support
· Rewards for success as well as failure