"It's not you, it's me" | ICP
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"It's not you, it's me" - the first decoupling conversation.

Wednesday May 30, 2012

During a recent meeting it was pointed out to me that, slightly unusually for an Advertising Production Company, our commercial relationships are predominately with advertisers/end client as opposed to via creative agency (this is true but has some exceptions that prove the rule). This has led to a question that I would like to discuss further with the group. Specifically how clients approach the conversation with an agency when considering decoupling?

We see two broad approaches here; the first is formal RFI/RFP and the second is a more project based sourcing and subsequent benchmarking.

To what extent does the nature of the client/agency relationship dictate this? Does it alter depending on the ‘owner’ of that relationship (e.g. Procurement or Marketing)?

Would anyone like to put their head above the parapet and share their experiences on this?

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