When it is time to let go!

Client/agency relationship is a very important one in the marketing structure. A company/brand (referred to as client in this case) cannot exist in isolation of third party partners who help in the execution of their campaigns. As such many organizations have in place a well-structured process of identifying and attracting the right agency partners who will be integral to the success of their marketing plans. Agencies on the other hand, put in a lot of time and resources in order to present the best pitch possible to win such accounts and improve their bottom line.
In the course of my career, I have been involved in several pitches across many agency partners and most of the time, the process to be followed is clearly laid out. The objective of the company is to present itself as the best client to work for, seeking the best agency that will add value to its business.
Expectations are usually high from both sides and the rubber clearly hits the road once the pitch is concluded and a selection is made. As it is normal in any relationship, a time may come when divergent views and perspectives may arise, there could be moments of missed expectations, surprises or outright disappointments! Most of the time, these issues can be laid on the table and addressed towards a speedy resolution.
However, there are times when the issues may persist, which may hinder a free flow of rapport; leading to the mutual trust and respect that existed at the beginning of the relationship being threatened. All these may begin to impact on results and the brand success. In practice, clients are more likely to “show the door” when they are not getting the service and value they expect from their partners. Most of the time, agencies are hesitant to leave, as it may amount to deliberately doing away with revenue that arises from that business or leaving the client “in the cold”.
There are many situations that may necessitate an agency leaving:
1. With a long standing client, some elements of the contract signed may no longer be beneficial to the agency, especially the fee structure.
2. When the agency’s values are at risk/If there is a conflict of interest, especially as it regards competition.
3. A situation where they do not enjoy the trust and respect of the client any longer
4. Agencies may not be able to deliver on the services required by the client either because of other commitments, or if there is a capability gap.
Even though contracts have a time period attached to it, the truth is that agencies are not constrained from exiting when it becomes quite difficult to thrive. It may not be fun to tell a client goodbye, however it is advisable to make such decisions when the prevailing situation is beginning to hamper productivity and progress. There are always exit clauses that allow for separation, it may just be that you have outgrown the client, no offences meant!
When you begin to dread picking calls from your client or you do not feel energised to work on the brand any longer, then it is time to break up! Better to leave when you can still remain friends!

Bolajoko Bayo-Ajayi