•You will hear Janet Willis, a management consultant, advising David Smith, a managing director, about using a marketing service

Woman: In our last meeting, David, we talked about the need for bringing in agency staff to take over the marketing strategy.
Man: Yes. I’ve talked it over with my senior management team. It’s not something we’d considered before and we’re not sure this is the right moment for a commitment like that.
Woman: I would say this is the perfect moment. The business is doing really well and you are ahead of the competition but this means there are new challenges ahead. Your managers are already so busy due to the recent expansion that I think your day-to-day business could suffer if you don’t get outside help.
Man: I see. How would an agency be able to help us develop our business?
Woman: Well, when I discussed with the marketing team their plans for a new marketing strategy, I felt their ideas lacked imagination and creativity. I’m not sure that they have the resources or the experience to take the business forward. And besides, I don’t think recruiting new people to the team is the answer at this stage as this would be expensive and time-consuming. Consultants, though, are experts at providing solutions quickly, which is what you need most of all.
Man: And what type of agency do you have in mind for this?
Woman: You can go for the safe option and choose a well-known agency such as Walker Taylor, but they would be very expensive. An agency like Duffy and Partners on the other hand is smaller but has the relevant experience and employs some of the best consultants.
Man: I have heard that Red Ribbon is very good.
Woman: That’s true, but they’re not really specialists in your field.
Man: Anyway, before we decide which agency to use, we need to decide what we’d want them to do.
Woman: There are two ways to use an agency: to do a specific job, like an audit or product launch, or to involve them in the long-term development of your business, which is what I would do in your situation.
Man: It sounds like an expensive long-term commitment to me.
Woman: It needn’t be. There are ways to limit the costs. Before you draw up the contract you must decide what your aims are and only agree to pay according to how well the agency achieves these aims. Most agencies will agree to terms like this these days. Man: I like the sound of that. I’d feel I was really getting value for money.
Woman: Remember though, David, it’s up to you as well to make it work. Successful relationships depend on sharing information about the business freely and being totally open with the agency. Then let them get on with their job without trying to take control and don’t waste time on unnecessary meetings.
Man: Mm.
Woman: Things can go wrong, of course, even when your whole team’s involved in the process. Agencies frequently complain that a key reason for failure is that middle managers are sometimes too afraid to say yes to new ideas because saying no is less risky.
Man: I can see that. So, you’re saying that we have to be good clients if we want to achieve good results?
Woman: Exactly. In my experience, great clients get great agencies. They understand that, if the business is successful, then the agency is successful.
Man: Well. It’s something I need to think about. I agree we should certainly meet some of these agencies and see what they have to offer. But I know the marketing team won’t like it.