Jumpstart Your New Agency Relationship with a Thoughtful Touch

As we move past Valentine’s Day, let’s redirect our focus from love to the intricate dance of building agency relationships. In a previous piece, I unveiled how marketers can become cherished clients by unlocking benefits through strong partnerships. Today, we’ll examine the pivotal moment of awarding a contract itself, and how it presents an opportunity to shape an enduring alliance. 

Having participated in hundreds of contract awards, I’ve seen the power of infusing creativity into this process where appropriate. We encourage clients to think beyond convention when awarding business, planting seeds for a flourishing relationship.

Here are a few of my favorite moments when my clients awarded their business over the years:

• Fleet Laboratories: A masterstroke in wit and resourcefulness. Picture a comical video featuring hand puppets, one portraying a talking vagina and the other, a talking anus—inspired by the company’s product line. The video was simply emailed to the agency team announcing their win. This ingenious yet budget-friendly move elevated the announcement from mundane to memorable.
• Mederma (Merz Pharmaceuticals): A play on unity and celebration. Delivering a wedding ring and an invitation for the entire agency to join a mock wedding showcased creativity and a sense of camaraderie beyond the transactional. The agency wasn't just winning a contract; they were becoming part of a symbolic union, emphasizing the longevity and commitment expected from the partnership. Imagine the surprise on the CEO's face when presented with a ring and an invitation to a wedding they didn't know they were getting into. Dozens of people from the agency arrived to join the clients to celebrate with cake and champagne. As a unique touch, I had the honor of officiating the ceremony. No, I don’t have any pictures!
• BMW MINI: Geographical surprise meets the unexpected. Picture a French bulldog adorned with celebratory messages wandering into the winning agency’s lobby, accompanied by a woman with a hidden camera. The dog, wearing a large red bowtie with tiny license plates around its neck reading phrases like "GR8JOB" and "U WIN," added a whimsical touch to the surprise. The agency's bewilderment turned into a delightful celebration, setting a tone of unpredictability and excitement. All the while, the clients watched via secret video, and waited for the agency to join a celebration—that lasted several hours—at a nearby location.
• Lockheed Martin: A hat ceremony with a twist. What seemed like a follow-up meeting unfolded into a lighthearted affair. The senior-most client handed the agency a hat embroidered with “AOR” (which stands for both Agency of Record, as well as “Ahead of Ready,” the campaign tagline) cleverly merged congratulations with a nod to the agency's winning campaign idea. Imagine the relief of knowing you’re not in trouble, followed up with the joy of winning!

Awarding the business—which is my favorite part of the process—is intertwined with my least favorite part: letting go of the runners up. Word travels really fast, so remember to make the “bad news” calls roughly at the same time as the award.

Candid communication with runner-up agencies is a non-negotiable.  Communicating with the non-winning agencies is often where professionalism is tested, and in navigating this delicate phase, consider:

• Candor: Share the decision candidly, promptly, and respectfully with runner-up agencies. Maintain professionalism, fostering goodwill in a pivotal moment is similar to maintaining open communication in a personal relationship.
• Feedback: Offer insights to runner-up agencies about their proposals. It's like guiding a friend toward self-improvement—professional growth as the currency.
• Gratitude: As a subtle touch, consider sending a small gift to each runner-up agency. This gesture maintains goodwill, lays the groundwork for potential future collaborations, and contributes to a positive industry reputation.

Benefits of Orchestrating a Thoughtful Award:

• Strengthened Ties: Elevate the relationship from transactional to enduring. Thoughtful gestures build tighter emotional bonds.
• Enhanced Morale: Surprises inject excitement and joy, boosting morale and inspiring creativity within the agency team for your business.
• Increased Loyalty: Genuine appreciation fosters loyalty. An agency that feels valued is more likely to go the extra mile.
• Adaptability and Flexibility: Agencies experiencing thoughtfulness may be more adaptable and flexible in navigating project needs and industry dynamics.
• Motivated Collaboration: An agency that feels valued is more likely to be a motivated collaborator—and providing you with their best talent—contributing innovative ideas to the partnership. Added value is your reward for thoughtfulness.

While grand gestures might not always be feasible, awarding business is an opportunity to invest in a partnership. These thoughtful expressions hold the potential to yield significant dividends—bolstering relationships and nurturing mutually fruitful collaborations. Amidst the surprises, it's important to remember that a creative award does not negate the need for a proper onboarding process. A well-planned, thoughtful and immersive onboarding process ensures a seamless transition from excitement to effective collaboration, setting the stage for a harmonious and enduring partnership.