Established in 1990, the Potomac Group is a Washington, D.C. area client/agency relations firm that fills an important need for corporate marketing and communications professionals.
Most clients of advertising, PR, direct marketing, promotion, interactive, branding and integrated marketing agencies have no idea how profitable their account is to their agencies. Are you one of them?
That depends. Are you overpaying your agencies? Are they operating as efficiently and effectively as they can on your business? Are they providing you with the level of staffing and management commitment you deserve?
We’ve not only helped hundreds of leading corporations answer these important questions, we’ve helped them restructure their agency compensation based on the answers. As a result, our clients are the first to have agency compensation agreements that:
Are based on the agency’s level of commitment to their business;
Provide the agency with profit “floors” and “ceilings”; and
Reward the agency for program results and improved operating efficiencies
Making our clients’ ad dollars work as hard as they can for them is the basis of our consultancy. But that’s not all we do. We provide a variety of other important time-saving and cost-saving services for advertisers which include:
Agency profit and performance reviews;
Agency consolidations; and
Agency contract development and negotiations
At the Potomac Group we’re proud of our proven track record of developing cost-saving, performance-based agency contracts for more than 100 major advertisers. We can do so because each contract we develop is based on two underlying principles: first, fair, but reasonable agency profit and second, incentives that encourage and reward superior agency performance, account operating efficiencies and measurable program results.