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Even the Best Client-Agency Relationships Need Evaluations

by Pile and Company, Friday, September 19, 2014

We are often asked by clients why they should conduct annual or biannual performance evaluations with their agencies. What's the benefit? What's the point?


Today on Ad Age, Presidenand CEO of Pile, Judy Neer, weighs in on the benefits and misconceptions of the practice, advocating for regular, formalized, two-way dialogue between clients and agencies to build and maintain stronger relationships.


Check out the article here and let us know what you think in the comments. 

Mobile Payments and Brands

by Pile and Company, Thursday, September 18, 2014

Apple's latest edition of the iPhone, iPhone 6, sold more than four million devices in less than 24 hours. Many consumers stayed up late while others are still waiting in line to get their hands on the newest device. 

In October, the iPhone will add Apple Pay -- arguably the feature marketers will need to pay the most attention to. As a highly anticipated iPhone addition, Apple Pay has already generated partnerships with several banks, as well as, brands including Target, Starbucks, Uber and Bank of America. 

Apple Pay reinforces that mobile as a channel moves easily from simply marketing to consumers to engaging with them. And mobile transactions like Apple Pay provide real-time results. Marketers can quickly discern who is taking advantage of their promotions and recommend deals and offers based on a consumer's location. 

Though we're not sure we'd go as far as Tim Cook in saying that the digital wallet will replace your leather one (yet), it's very clear that mobile payments are here to stay. 

9/11

by Pile and Company, Thursday, September 11, 2014

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The Los Angeles Clippers and RPA

by Pile and Company, Friday, September 05, 2014

Congratulations to our client, The Los Angeles Clippers and their new agency RPA! Read more here

How Important Is Industry Experience?

by Tracey Leffler, Wednesday, September 03, 2014

There was a time when industry or category experience was a must in an agency search process. For example, if you were a bank, you would prioritize finding an agency with bank experience. Today, that school of thought is changing. While industry experience can still be important, depending on a client's business challenges and objectives, it is sometimes smarter to look outside of your category. 

In some cases, clients feel that industry experience can lead to a sea of sameness within creative executions. There is also the fear that an agency may not be able to provide a fresh perspective on their business. 

Our suggestion is for clients to look for agencies that have solved a similar business challenge, like a global rebranding effort. Or, to pinpoint agencies that have experience with your audience, such as, small businesses owners. This background can be just as beneficial as industry knowledge, as the agency can provide insight through a wider lens. Most clients see the value in an agency with a diverse set of accounts and a range of expertise. 

The exception to this rule tends to be clients that operate in a highly regulated industry or clients providing a highly complex product. In these instances, when an agency has experience working within the same category, the client can spend less time on-boarding and explaining the intricacies of their business. 

AdAge had a piece last week that espoused the benefits of looking for agencies outside your category, specifically for digital marketers. Take a look and let us know your thoughts in the comments below. 

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Pile and Company provides agency search, agency performance evaluation, agency compensation, organizational consulting and executive search to global and national marketers.

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