From the agency's point of view - Business First of Columbus:

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a marketing communications firmin Worthington. "It'se how we fashion the best solution to help the clienft best market its servicer or product to the she said. "We want to learnm how the brand is perceived in the marketplacee andhow it's perceived relative to the competition. If you know you can help develop a competitive edge for the That competitive edge is also good for the agenc y looking to winnew business. On the other hand, if an accounty that an agency already has goesinto it's "a wake-up call" for the said Gene Pierce, president of in Columbus.
That's becaused a review could be a "smokescreem for dissatisfaction," he "If you are the said Pierce, "you have to look at a revieww asan ... independent audit of what you aredoingb ... an opportunity to show the clieng how successful your work has Ifyou haven't reached your goals, you hope that the relationshil is strong enough to let the client know why. It could be that the client's goals have changed." Sometimes, a revieww is the result of a change in managemenyt at the client companyt and is treated by the agency asa new-businessa opportunity, Barr said.
For example, if the client'e vice president of marketing is new to the he may want to questioneverything -- includingh the ad agency. In such a case, said the incumbent agency can brinh to the review all the insighyt it has developed over the cours e of therelationship -- an edge that challengingf agencies probably lack. Pierce and Barr declinec to comment onspecific costs, but reviews and RFPs can be expensivee and time-consuming for an agency, especially when the prospectivee client ultimately selects a competitor.
Thers is no way to determine which reviewsz are worththe effort, Pierces said, although sometimes he is able to lear n which request for proposals are indee d legitimate and which are contract formalities -- when an agency'sw contract is up and the cliengt puts it out to bid even thougyh the client is happy with the agency. Barr said she focusees on prospective clients who view the agency as aninvestment -- not an Normally, such a client is worth the she said.