Mark Sneider to Speak at ANA Event on Why Agency-Client Relationships Fail

Sneider shares perspective on agencies and clients unmatched in the industry

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Jun 13, 2013, 11:42 ET

CINCINNATI, June 13, 2013 /PRNewswire/ -- With the average tenure of a CMO still sitting at roughly 18 months, mounting pressure to deliver sizable ROI in marketing, and the blurring of the lines in agency offerings, it's no wonder it is difficult to keep agency-client relationships alive these days.

Mark Sneider, President of RSW/AgencySearch, a no-cost way for marketers to find better agencies, and RSW/US, the Nation's leading outsourced lead generation firm exclusively servicing agencies spoke at this year's gathering of American National Advertising members in Southern California.

Sneider points to "Self Determination Theory" as the foundational root cause of why agency-client relationships fail. Sneider states, "When agencies or clients are not given the ability to choose, they lose their sense of competence. When they lose their sense of competence, they are more likely to become complacent, and it is then that fear of failure sets in. At this point we start seeing elements of trust and the relationship erode."

Sneider goes on to say, "There are simple, fundamental things both agencies and clients can do to make sure relationships start solidly and mature into a real partnership...starting with clearly setting objectives and establishing reasonable, mutually agreeable expectations. If these things are not established, things can go horribly wrong...quickly."

An agency-client relationship is much like the relationship lifecycle of a couple. There's a courtship, an engagement, a marriage, a launching of the family, and an aging process that all require different skill sets along the way.

During the presentation, Sneider talks about three major advertising Eras and how the changing face of advertising has impacted the ability to create a sustainable relationship. He also outlines common myths about agencies, outlines the top 10 reasons why agency-client relationships fail, and offers suggestions to help start, build, and sustain relationships for the good of the client's business.

About RSW/AgencySearch
RSW/AgencySearch is a no-cost way for marketers to find better agencies (of any type/size). More information can be accessed at: www.rswagencysearch.com or by contacting Mark Sneider at [email protected].

About RSW/US

RSW/US is an outsourced agency lead generation firm that helps marketing service companies (exclusively) find and win new business. More information about RSW/US can be accessed at: www.rswus.com or by contacting Lee McKnight at [email protected].

Contact: Mark Sneider
Phone: 513-559-3101
Email: [email protected]

SOURCE RSW/US