What are appropriate questions to ask during account transitioning between agencies? I'm going through my first transition and I would like to ask the right questions.
Thanks!Feb 21, 2013 01:43 pm
Emily Humbarger Hello i was wondering is keyword research the most important? in seoDec 1, 2010 11:21 pm
Arjo Ghosh This relates directly to some work we are currently doing on the IPA Search group, namely that we agree on best practice between agencies on account transfers. As the group includes many of the biggest search buying agencies we can expect to see some leadership forming.
As search gets more complex and integrated into the marketing mix we have to ensure that we have some industry best practice agreed as when a transfer is handled badly the only loser is usually the client, the person that pays our bills.Jan 13, 2009 11:01 am
Tom Jones Cheers thanks for the comments and Sphinns
This is a topic I feel pretty strongly about as I think it kind of reflects the wider need for ethics in buisness.
@PPCManchester - I defintely appreciate your point here - certainly an new agency should be seen to work for their money.
I think there is a balance to be struck between change and continuity. Often we will transition an account 'as is' and use the first week simply to get a real handle on what's working and what is not - and introduce new keywords and copy from day 8. The benefit from this is that existing activity is not disrupted and that the copy which you then go on to introduce is developed from a much better informed position.
However, I totally agree that if a new agency is still sitting on old copy after a month then that's just damn lazy!Jan 9, 2009 03:36 pm
fox I like that this is all very dignified. This is how it should work. Often it is not this amicable but we should all aim for this.
Good post.Jan 9, 2009 11:58 am
ppcmanchester Hey good post, not seen anyone write about this before. I have transferred PPC accounts over to large advertising agencies in the past, what puzzle's me is why the new agency go on using your ad copy? Why don't they try some of their own?Jan 8, 2009 05:33 pm
Post a comment
- Connect – iCrossing U.K.
- Conecta2 – iCrossing LATAM & Spain
- Greatfinds – iCrossing U.S.
- Talblick – iCrossing Germany
- The Content Lab
Sign up for email notifications of Connect blog posts.
Other Blogs We Recommend
- Core Audience
- Forrester Blogs
- Google Plus Blog
- iMedia Connection
- Media Monkey
- Mobile, Social, Ambient by Rachel Pasqua
- Online Marketing Blog by Tristán Elósegui
- Search Engine Land
- The Content Lab
- The Facebook Blog
- The Official Google Blog
- Twitter Blog
- Wired Sussex
- WSJ Digits