Ongoing Relationship & Performance Management
We keep your goals at the center of everything we do.
The RFP takes six months. The relationship runs the other thirty. We build the scorecards, cadences, and accountability structure that keep the partnership honest between renewals — so the next review starts from strength, not surprise.
Solutions for You
Objective evaluation.
Performance scorecards tied to what the contract actually promised.
Accountability as a feature.
Recurring review cadences — quarterly or biannual — that catch operational flaws before they derail the relationship.
Own the narrative.
Governance structure that gives your internal team the standing to enforce what’s already in the MSA.
Why cadence matters
Tenure between clients and agencies has doubled since 2016 — genuinely good news, and proof that the relationship itself isn’t the problem. What separates the agencies that keep earning renewal from the ones that don’t is whether anyone’s checking the work against the contract in between. A relationship left to run on its own doesn’t erode all at once. It drifts — a missed deliverable here, a junior swap there — and by the time it shows up at renewal, it’s a pattern, not a surprise.
Average client–agency relationship tenure has doubled since 2016.
ANA & 4A’s, April 2025[1]
Pick your cadence
Quarterly
Catches scope drift within one cycle — the tightest read available.
Biannual
Catches it before it compounds, without a review every quarter.
Ad hoc / Renewal only
Catches it only when it’s already cost you leverage.
Through recurring performance scorecards benchmarked to contract terms, a regular review cadence (typically quarterly), and a governance structure that holds the agency accountable to the SOWs between formal renewal cycles — rather than waiting for the next MSA pitch to surface problems.
A new CMO inheriting a contract they didn’t negotiate, a board question about marketing ROI, relationship underperformance, or your own internal procurement review cycle.
Sources Cited
- ANA & 4A’s, “New ANA and 4As Report Reveals Client-Agency Relationship Tenure Has Doubled Since 2016″ (April 30, 2025)
