Partner Content

IPA Adaptathon blog: a blueprint for better client/agency relationships

A blueprint for better client/agency relationships
A blueprint for better client/agency relationships

The IPA has today (9th January 2014) published an industry blueprint to help agencies and clients achieve stronger and longer working relationships, which includes templates for a 100 day charter and a relationship contract.

It is underpinned by quantitative evidence that proves that better client agency relationships correlate with better work, producing a win-win situation for both parties.

It has been produced and developed out of ideas generated at the IPA’s recent Alliances Adaptathon where clients and agencies hacked the future of client-agency relationships. It forms part of IPA President Ian Priest’s wider ADAPT agenda to lead adland to better commercial creativity and will constitute the first chapter of his commercial creative contract.

The 100 Day Charter

The 100 Day Charter has been designed to help clients and agencies manage the transition to a new contractual working relationship, and sets parameters for an open and honest long-term partnership. It provides the opportunity to establish rules of engagement, such as how, when and how often to communicate, the use of technology and when face-to-face communication is required.

It also presents a useful overview of what each party should do by when, for example confirming the appointment of the transition team by Day 10, and confirming briefing, approval and sign-off process and responsibilities by Day 30. It has been developed against the principle that clients and agencies should start as they mean to go on.

Although the 100 Day Charter is not yet a joint industry agreement, it will be integrated into new joint client agency training on relationship management in the year ahead.

The Relationship Contract

The Relationship Contract provides a psychological framework for agencies and clients to conduct their relationship in terms of the social and psychological dynamics and the supporting procedures.

It is designed to provide a useful outline for discussion between clients and agencies to help them establish and embed relationships that are characterised by mutual respect and trust, openness and transparency, in order to optimise the benefits of working together and to maximise commercial creativity. The Relationship Contract focuses on concepts of organisational psychology including the psychology of ‘win-win’, positive strokes – a unit of human recognition, and personal working styles.

The Relationship Contract is designed to provide a useful outline for discussion between clients and agencies. Whether it becomes a signed agreement or not, adherence to the principles contained within it will help secure better client agency relationships for the longer term.

Says Ian Priest, IPA President: "It makes complete business sense to establish all aspects of a new relationship from the beginning and avoid it becoming too transactional too quickly. We want both sides to explore how to work together really well; I'm keen that as an industry we can move towards a culture of less pitches and longer partnerships.

It can take up to a year to fully integrate a new agency into the client way of working before the relationship begins to flourish so we hope that by following the 100 Day Charter and Relationship Contract from the outset, clients and agencies will be able to fast forward this process in order to produce the best possible work as quickly and amicably as possible, and with the least amount of waste."

The full chapter is available to read below or download here:

The next Adaptathon will take place on 4th – 5th February and will focus on Diversification. The two-part event in association with The Marketing Society and ISBA is designed to inspire marketing and agency management, insight, technology and creative teams to explore the way forward for branded content and innovation strategy. Tickets are available to purchase from the IPA website.

This first chapter was produced with the help of the IPA Client Council, IPA Council, ISBA, the IPA’s New Business Group, People Management Group and Client Service Group, intermediaries including AAR, Aprais, Oystercatchers and BlueDoor, and the speakers, facilitators and participants at the Alliances Adaptathon held on Thursday 3rd October 2013.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest

Paddy's record results show the Power of marketing
Evgeny Lebedev gets a close shave from Elton John for Comic Relief
Now TV launches 'magic ads'
Watch: behind the scenes at IBM's big data and social innovation studio
Tracy De Groose: Men and women can succeed side by side
SunLife sponsors ITV's Big Star's Little Star
Chris Thomas to run BBDO Americas as CEO
Grolsch commissions 400 pieces of art in brand anniversary campaign
Diageo unveils connected smart bottle that delivers targeted ads
Unilever to acquire Ren Skincare
Hearst hires Nick Brien for CEO role at iCrossing
M&C Saatchi creates Tory poster
William Eccleshare to return to the UK as chief of Clear Channel International
O2 parent Telefonica trials brand-sponsored data plans
Ikea unveils furniture that will charge your mobile phone
Will driverless cars kill our most iconic auto brands?
Five marketing lessons from Generation YouTube
Is the future of TV ads programmatic or problematic?
The phrase 'virtual reality' will become as obsolete as faxes, telexes and jobs for life
There's more to life than marketing, says Aviva's Amanda Mackenzie
Ringan Ledwidge: creativity comes from real experience, not the internet
Brand purpose, and how to survive at #MWC15
Cannes Lions launches Glass Lion to challenge gender bias
Nissan-Renault chief outlines gradual rollout on way to driverless future
The National Trust promotes 'special places'
Game invests £20m in eSports events acquisition
Big Communications and Balloon Dog merge to create Bigdog
HM Treasury launches pensions ad
Annette King: Hard work and other people got me where I am today
Tony Hall paves way for a more personalised 'MyBBC revolution'