MediaPost recently reported on a survey conducted by The Horn Group that indicates a shrinking of agency rosters is likely to happen over the next five years.  The survey polled 265 CMOs about their perceptions on client agency relationships, and how they see these partnerships evolving in the future.

The results highlight the fact that client marketing departments are both time and budget challenged.  And to succeed, agencies will need to deliver savings in both of these areas via better collaboration and by proactive innovation.  But the key here is specialization.

When multiple agencies work together on a client project, they need to function as a cohesive unit, and this can only happen if roles are defined.  When an agency enters such a relationship with its eyes on taking away business from the other partners, true collaboration cannot occur.  Energy and resources are diverted to other interests, and barriers start to go up between vendors.

Challenges in collaboration prevent innovation.  Agencies will not properly share new ideas if they are looking to grab business from a partner, or if they fear the loss of their intellectual capital investments.

At Eicoff, we have thrived on multi-agency accounts because we know who we are, and we understand that transparency and collaboration will lead to success for both agency and client.  As the short-form DRTV specialist, our role is defined.  But we also realize that our impact on other marketing initiatives – and the impact of these other efforts on our campaigns – can become a gray area and cloud accurate measurement of overall performance if we aren’t open.  It is incumbent on both the client lead and participating agencies work together during planning, execution, and reporting to ensure success.

And when it becomes clear how each piece works together, it becomes easier for each party to introduce new ideas. And it becomes easier to push the client, and each other, to try new things.

While the statistics in this article may indicate fewer bites at a shrinking pie, they should provide peace of mind for agencies that are comfortable in their role.  Whether it is DRTV, search, outdoor, or even print, specialty agencies that remain disciplined and collaborative should continue to thrive in an uncertain marketing environment.

The MediaPost article “CMOs Using Less Agencies, More Collaboration” can be found at http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=155486&nid=129678

Rob Schmidt is an Account Supervisor at A. Eicoff & Co., one of North America’s largest DRTV agencies.

Tags: direct response agency, DRTV Best Practices, DRTV commercial, DRTV Direct Response TV, DRTV News

This entry was posted on Wednesday, August 24th, 2011 at 8:00 am and is filed under DRTV Account Management, DRTV Best Practices, DRTV News, Emerging Media. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.