As a third party, Ray Media Advisory argues it is better positioned to find the real pain points. Wiederkehr is clear that the service isn’t a replacement of agency reviews or an attempt at “marriage counseling.”
Agency reviews have increasingly become the default response to underperformance. According to a study by Advertiser Perceptions, a single review can exceed $1 million in combined client and agency costs. The alternative, Wiederkehr says, is “engaging quickly and continuously to avoid any challenges and recalibrate the relationship on an ongoing basis.”
The ultimate ambition, according to Ray, is for this type of work to become a “new discipline” or a “new muscle” to “create longer term more productive relationships.”
