National, Multi-Brand Financial Services Provider

Client Situation: We have been working with this organization since 1997 and helped it effectively select agencies for all of its business units, covering areas like: Creative Agency of Record, Yellow-Pages, Co-Op, African American, Hispanic. In addition we remain involved in the ongoing monitoring and contract negotiation with the agencies.

ABA Approach: We executed our proprietary six-step review process to select the right agencies for the different business units. In addition, we leveraged cross-industry best practices to consolidate advertising functions across fewer agencies and realize advertising synergies across different business units. Finally, we thoroughly review the agencies' performance and compensation structure on a semi-annual basis to ensure the client receives the best service for a competitive fee.

Results: By consolidating the number of agencies supporting the client in different areas, we have been able to improve creative output and realize stronger account management service for the client companies. Our agency monitoring efforts ensure the client-agency relationship continues as effectively and efficiently as possible.

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