A Media Marriage Crisis

An agency-client relationship is like a marriage. It requires communication, trust, honesty and a commitment to see things through.

But we’re entering a relationship rough patch, said Mitchell Long, National Head of Strategy at PHD, Pia Coyle, Sydney Managing Director at PHD, James Ledger, Relationship Consultant AU/NZ at The Client Relationship Consultancy, and Emma Mumford, Marketing Director at Celebrity Cruises during their MFA EX 2023 session.

The average client today is less satisfied than ever with their media agency partner. Client ratings are declining, and negative commentary is on the up. Meanwhile, media practitioners are under more pressure in their roles than ever.

The speakers shared three interesting relationship archetypes they have noticed, and offered advice on how to get things back on track.

The Megxit

Condition: Dissatisfaction

Symptom: Continual and ongoing dissatisfaction

This client suffers from chronic dissatisfaction. Every attempt to move things forward misses the mark.

Solution: Have open and honest dialogue with this client early, and get to the source of their dissatisfaction.

The Kimyes

Condition: Distraction

Symptom: An over-focus on the next big thing

This client’s love of the spotlight and staying on-trend means they’re distracted. All marketing science and past learnings tend are thrown out the window in favour of the latest hot topic or marketing buzzword.

Solution: Anchor the business with a long-term strategy. Consider what fundamental metrics for success look like, and how you anchor yourself on an aligned measurement framework that keeps everyone on track.

The Trumps

Condition: Division

Symptoms: Being pulled in different directions with no unified agenda

Underlying the relationship is a fundamental division in the agenda and priorities. Conflicting, often counter-intuitive, briefs coming from different factions are the norm.

Solution: Align all the different factions around the overarching OKRs. This could look like portfolio strategy work where you streamline all those briefs and get to the core of what you should be prioritising.

Get more great relationship insights from this talk in this video.