Senior management should be involved in choosing the advertising agency, and managing the relationship. It’s important for the development of your business’ sales and its profile that it goes well.
Maintaining regular contact
Some businesses find it helpful to arrange induction meetings after appointing an agency. People from the agency can visit your business in order to better understand it, and your people can visit the agency.
Some businesses also find it helpful to have occasional brainstorming events or away-days in which the two parties can productively get to know each other better.
In any case, regular meetings should be arranged so that:
the work of the agency can be reviewed
the effectiveness of campaigns can be measured
future strategies can be considered
Ineffective campaigns can then be changed or ended quickly. The agency can also work from feedback you give them.
Confidentiality agreements
Remember that to make the relationship work well you may need to give the agency confidential information about your business, for example news of planned products. Although you need to manage the agency and set objectives, allow them the freedom to introduce their creative skills. Your relationship should be one of trust – but, in any case, you should have a confidentiality agreement with the agency.
End your relationship with an advertising agency
If you are dissatisfied with the way a campaign is going or its results, and have tried but failed to work with the agency to bring your relationship back on course, you may want to end the agreement.
In either situation, you should first consult your contract. Check its provisions for:
procedures in the event of a breakdown in the relationship
notice periods
copyright ownership
When ending the relationship you need to be clear about:
Any compensation you may need to pay for early termination of a contract.
Who owns the intellectual property rights to the creative material that the agency has produced. Can it be used by any subsequent agency you engage? Read more about copyright for your business.
If in doubt, you should seek the advice of your solicitor or business adviser.