Known primarily for agency search and selection, AAR is branching into consultancy after research it conducted in 2007 showed a need for an intermediary to help manage the transition from one agency to another and to review how that relationship develops.
“Our research showed that difficulties arise when agency transitions have to happen in a short time span, sometimes in as little as a day, with no thought about a sensible transfer of workload and materials,” says Tony Spong, head of direct marketing, sales promotion and integration at AAR. “After that, there is normally a honeymoon period but our research showed that some niggles you can trace back to the first 100 days.”
He added that the service would also aim to help ease pressure on agencies if clients or agency staff have a short tenure in their roles and leave mid-contract.
The consultancy service offers help with agency migration and a review four or six months after an agency has been appointed. The fee for the service is split between agency and client. Spong says that six companies have already signed up.
AAR is currently handling the field marketing pitch for tobacco company Gallaher, the media (including DM) contract for Hastings Direct and the search for a DM agency to work with the Conservative Party. Its competitors include Creative Brief and Agency Insight.
Tony Spong
AAR launches relationship management service
LONDON - Pitch organisation AAR is launching an end-to-end relationship management service for its agency and brand clients, including DM and digital.
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