We are constantly asked about the trends we see in the course of our consulting business, in the context of an agency review or a performance evaluation.    It’s very difficult to pinpoint a particular trend because every client is different – from their internal structure to their agency relationship structure.

Having said that, we do see some common themes.  One that we have heard lately in reviews and performance evaluations is the need for the agency to challenge the client and challenge assumptions.  Many of our clients are looking for their agency partner to challenge what they have done in the past.  It’s not about tweaking last year’s plan.  They want new thinking, a new approach to solving their challenges.

It’s one thing for clients to say they want to be challenged.  They have to be ready to challenge the assumptions as well.  It has to be a two-way street.

The question for clients is:  How ready are you to be challenged?  And agencies:  Are you up for the challenge?