The key foundations of a new client agency relationship

I met Casey Jones from Brief Logic at the ANA Financial Management Conference in Florida.

Casey is ex-Dell VP Global CMO and the person responsible for WPP establishing Enfatico.

Now Casey is focusing on the inputs into the client agency relationship as a way of improving the outputs. GIGO.

Here he gives the foundations for establishing a new client / agency relationship.

His key foundations are:

1. Get expectations of the agency and the client clearly committed in writing

2. Be clear and crisp in all communications with the agency and have them respond to all non-written communications with written confirmations (Conference Reports)

3. Insist on a A Level standard of input into your agency and use that written input as a check list to evaluate the output

Garbage in – Garbage out is a founding principle of computer science. But applies equally to all aspect of business and especially marketing communications which relies so heavily on communication between parties to make it work.