If you’re on the agency side, chances are, you’ve found yourself thinking, “What is it these clients want?” Perhaps you’ve even said it aloud. On more than one occasion. Accompanied by the sound of colorful expletives.

And if you’re on the client side, chances are, you’ve found yourself thinking, “Why can’t these agencies just give me what I want?” Again, said aloud. On more than one occasion. Accompanied by the sound of RFPs being updated.

So, we thought we’d go to the source. We asked two marketers what they want in an agency. We selected these individuals because they’re big thinkers. People who are looking for good ideas and willing to champion them within the company to make them happen. And as many of you on the agency side know, that can be rare.

CPV: Thinking about the account review/pitching process: What do you look for in an agency? What are agencies doing right and where is there room for improvement?

Client A: Like most organizations, cost does matter as we have a limited budget, but more important than that is getting value for the dollar spent. So for a marketing agency, I want a firm that understands us, understands our brand, can provide a strong strategy to advance our goals and be responsive to us as we implement the strategy. 

Client B:I look for agencies that have insight and seek to understand the situation and “problems to be solved” as much as they promote their client list and portfolio. During the review process, the number one thing an agency can do is to learn the real client needs, and the only way to do that is to talk in person with the client. Responding to an RFP in writing is usually required, but without the person-to-person conversations with the client, the likelihood of making the sale is very low. Relationships and trust are still the most important thing you are selling.

CPV: Have you ever had to fire an agency? If so, why?

Client A: I don’t recall firing an organization. We have discussed whether the agency and our company remain a good fit.  

Client B: I haven’t fired an agency, but I was in a situation where I worked with an agency that pre-dated a formal RFP process. It was awkward. The incumbent agency responded to the RFP, but their work wasn’t at the same level as three other finalists. 

CPV: Thinking about the day-to-day agency relationship: What can agencies do to maintain the spark in the relationship?

Client A: It’s nice to know that as the leader of a small organization, I’m not alone in thinking about promoting it. So having an agency contact me with an exciting idea or opportunity, and perhaps one that had not been discussed, demonstrates to me that they’re thinking about me, my organization and our success. 

Client B:The role of an agency is to add value to the client’s process of communicating with audiences. If the client could do it themselves there would be no need for you. So adding spark in the day-to-day relationship means getting more involved in the client’s business, not less. For example, when an agency is invited to an internal client planning meeting, it’s an opportunity to learn and become a more valuable partner. I get confused when the agency doesn’t value that ability to learn enough and charges an hourly rate to participate, or worse, says they’d rather not use their hours on such meetings. It has caused me to offer a seat at the table to the agency, but without an hourly fee, just to see how committed they are to being a partner who is constantly seeking to understand our business and to add value.