Will You Marry Me? > Umm, Maybe we should date first.

Posted by Shawn Patriquin, on June 25, 2009

Some thoughts for Ad Agencies entering into an AOR Relationship

Blog Image We once used the following analogy on a client that we turned down and we're not sure they got it: 'Entering an AOR relationship between an advertising agency & a client is a lot like getting married.' You both better love each other (in good times and bad), share the same principals, goals and values if you really want this thing to work for the long haul and with success. Like any good marriage, business relationships (maybe more so in the world of advertising) should be based on the mutual core values that make things click: Trust, respect, honesty, transparency, caring appreciation, passion and love `– because you better love what you do.

We were reminded of this recently after meeting with our newest AOR client for the first time. The first meeting is similar to a blind date, you can tell within minutes if this is going to be somebody you will want to see again, perhaps even 'go-steady with', or sometimes, just sometimes like with this client, you know you have found a match for the long haul.

On the flip side of this analogy, we recently entered into a business relationship with an organization where it became painfully obvious very quickly that they didn't hold those core values that make any good marriage work. Despite realizing this early on in the relationship, we ignored our 'spidey senses' and chose to try and make it work. Similar to your personal life, your intuition can tell you a lot about what to do in the world of business and if you choose to ignore your 'spidey senses', it will almost always end badly, maybe even in divorce court.

Some simple guidelines for agencies to find happiness in their AOR relationships:

Follow your intuition. Act in business like you would in your personal life. If you are questioning the relationship, there is a reason why, and you better clear the air quick before it manifests into a nasty break-up.
Don't be a whore. When the economic times get tough, it's real easy to fall into that 'chase the paycheck' mentality. In the end, this would be the equivalent to a one night stand – all the joy is sealing the deal, followed by months of awkwardness and a lessening of self-respect.
Be true to your core business values. Then make sure your potential 'spouse' shares a similar value system. This is where the long-term mutual growth will come from.
Write some mutual vows. 'I [the client/agency], agree to trust my agency with my business as I respect their experience, education and expertise. I will be brutally honest with them at all times and be transparent with what my business objectives really are because I know that this is when the best work will happen. Lastly and most importantly, I [the client/agency] will always care, love and be passionate about my business, because if I don't, there's no point.
You can always date first. Not sure if this is 'the one'? Then go on a few dates first, maybe even hold hands and see how comfortable it is. After all, it's easier to get out of a dating relationship than a legally binding marriage.