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The Mad Clientist

CMOs Plan to Cut Agencies by 1/3: 6 Tactics to Stay Off the Chopping Block

By September 28, 2015April 16th, 2020No Comments

CMOs expect to cut their roster of agencies by 33%—from 7 agencies down to fewer than 5 by 2017. This consolidation stems from the search for better service, more value, and more streamlined agency management.

The good news: agencies can use this knowledge to build stronger, lasting relationships with large clients.

The bad news: most agencies are not equipped to do this.

Savvy agencies will use this trend to their advantage by delivering what other agencies don’t: superior service.


Solutions Tailored to Each Client

Another way of looking at superior client service: delivering client-focused services. Client focus is the ability to deliver on your client’s targeted outcomes—which are not always in sync with the agency’s best ideas.

Client’s objectives change. Whether new strategic plans are implemented, reorganization occurs, or an acquisition takes place, your client’s situation is constantly shifting. These changes impact the overall goals a client is trying to achieve.

Client thinking and external factors frequently shift goals from when you first learn about a project to when work actually begins. Always reconfirm the goals before you begin to expend resources.

These 6 tactics ensure you and your client are on the same page throughout the project:

  1. Before you start work, ask your client about their objectives
  2. Probe as to how your client defines success
  3. Discuss any management mandates or pressures your client is facing
  4. Actively confirm goals—in writing
  5. Include clients in your thought process at major decision points
  6. Share—and obtain feedback on—potential solutions as you perform the work (not afterwards)

Once you understand your client’s goals, you’re ready to provide custom, tailored services to best meet their unique and specific needs.


Learn over 50 more proven tactics for delivering the absolute best client service in the new BTI Client Service A-Team: CMOs Rank Digital and Traditional AgenciesIncludes the advertising agencies ranked best by CMOs in over 17 categories—including Client Focus—and packed with insightful industry analysis for both digital and traditional agencies and much more.

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