Grant Consulting Associates, Inc.




	Two New Publications *Understanding & Protecting Agency/Client Relationships -* by Joe Grant, published in 2002 by the American Association of Advertising Agencies (AAAA) as part of their management series for advertising professionals. It covers how to really know if your clients are happy, what’s truly important in agency/client relationships, and how to verify what’s really there. The central theme is discoveing mutual expectations so you can build continuously improving relationships. Now what agency doesn’t need to know more about that? Though written primarily from an agency point of view, it would be appropriate to share with clients, too, especially those questioning the value of your services. They’ll get an inside look from an objective source at some agency issues they might not otherwise know about.There’s also a pros-and-cons overview of different review tools and a couple of pithy bits called 10 Golden Rules for Agencies and 10 Golden Rules for Clients. It’s a great little gem everyone in your agency who has a stake in client relationships should read. Order *Understanding Agency/Client Relationships* directly from AAAAs online at www.aaaa.org. *Client’s Guide to Choosing a Direct Response Agency -* by Joe Grant, published by the author in 2002. Written to help clients navigate the tricky waters of selecting a relationship marketing agency, every agency staffer should read it to get a clear idea of the process clients go through when they consider changing or selecting an agency. It includes sections on the advantages of a specialized DR versus a ’general’ agency, how to know if a DR agency makes sense for particular client needs, and evaluating prospect agencies. There are sections on agency search rules, competency questions, leadership and culture considerations every client should know about, and a discussion about the 3 keys to a great client/agency relationship. You’ll also find an evaluation criteria checklist for clients to see how their current agency measures up. It’s a must for DR clients, clients who think they might need a DR agency, and every agency competing in this arena. To order: Send a check for $35.00 (includes postage/handling) to Grant Consulting Associates, 1090 South Collier Blvd Suite 314, Marco Island, FL 34145. © 2006 Grant Consulting Associates, Inc. All rights reserved.