Mike Myers, Palio Communications

There are some pretty basic tenets for a successful agency–client relationship: Underpromise and overdeliver with your customers (physicians, managed care organizations, etc.); Take the time to do your homework before rushing to production; Don't compare your results to the most recent market-maker; Be realistic yet aggressive in your expectations for your brand.

The lifeblood of agencies is ideas. Ideas aren't commodities, but clients sometimes press to price them in that manner. The challenge we face on a daily basis is one of establishing a value (real and perceived) that can withstand the pressures and reflect the impact of our efforts and partnerships.

Clients sometimes forget that sales forces want focused messaging in easy-to-use and customer-relevant formats. Saying something well and consistently about a brand is better than saying something different every quarter because "We need a new message." Branding is about sacrifice. You can't be all things to all people.

For clients to receive the best value from their agency, they would do well to follow these simple suggestions:

• Share information

• Challenge us. Question us. Work with us. Don't expect us to just take orders

• Treat us as valued members of the extended team

• Set expectations that are clearly understood at the beginning of the relationship

• Have formal reviews to discuss performance on both sides and how things could be better

• Know perfection is an objective and rarely a reality

• Work like we're all in it for the long haul

• Let us take some risks every now and then

• Trust us and our people unless we prove we don't deserve it.

The Skinny

Palio Communications, an inVentiv Health agency, combines a steady upstate New York sensibility, Madison Avenue savvy, and Italian passion.

Telephone: 518-584-8924

E-mail: mmeyers@palio.com

Web site: palio.com