IMA was able to help a global FMCG company review its long established relationship with its main advertising agency resulting in a 30% annual saving.
Our client had been in a relationship with its leading advertising agency for many years. Although the multi-stakeholder relationship was successful it hadn't had a structural review for some time and the client had concerns that they were paying over the odds.
IMA adopted a consultative role in order to renegotiate the commercial relationship between the client and the agency. This included undertaking a full review of the project scope and all aspects of cost. IMA consulted with the marketing communications and procurement departments to understand workflow. All aspects of the agency proposal were benchmarked against IMA's database and IMA recommended a new work plan based fee structure.
- The new work-plan based remuneration structure resulted in a 30% financial saving for the client and a more transparent and trusting relationship with the agency.