Account Management

Suggestions for handling a client organization that constantly shifts the direction & complains the agency never hits the mark, yet doesn’t recognize their changing direction is the biggest factor?

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Happens too often, unfortunately. A couple of thoughts: 1.) Get out of making edits to the work via revisions. This will always put you at a disadvantage. If the feedback flip flops the direction, ask for an updated brief so you all can evaluate the work based on that. If they have to re-write their marketing brief each time, they will start to understand the issue. 2.) If holding them to their brief is not possible, not only provide details meeting notes, but incorporate their feedback into the upfront of the next deck. “What we heard” or “Feedback from Round 552”. Before sharing edits, get them to say yes, they asked for these changes. Sometimes it resparks conversations, especially if there is someone more senior in the room on their end. 3.) Lastly, build in a visual of where you are in the process and what is to come. If you are on Round 17, visually represent that. It’s a passive-aggressive agency way of reminding them of the churn. Good luck!

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💯✔ in terms of tactics on a day to day basis while working on what WPP said above from the more senior level folks. Also, add to your visual of where you are in the process the timeline / original timing vs current and watch them take that in

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You need to get further upstream in the client org to influence the constant change in direction. It’s obviously easier said than done. The most effective way is to engage your agency c-suite and have them discuss with client leadership as part of a relationship review.

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☝🏾👊🏾

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This is the norm. I haven’t had one client own their role in this circumstance. All you can do is continue to communicate and make sure senior management is stepping in at the right times to discuss the relationship and success of the work. Another way to go is start to raise the financial implications of the constant changes. I imagine change in direction is not in scope?! Clients don’t want to be charged incremental for their mistakes.

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Fire them.

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If the KPIs are outlined in the contract, hold them to the contracted specs.

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