When agencies see or hear the term ‘AOR’, they typically drop everything and start to think about how they can position themselves to win. And when marketers are looking for an ‘AOR’, they’ve thought long and hard about the list of KPIs they’re looking to achieve, right?

But these days, it’s not so much about becoming the Agency of Record, but more the Agency of Return. Both marketers and agencies must start looking at how they either choose their agency, or position themselves to win the business, differently. Rediscover what value means to you.

Think of it like a classic IRA, where it can issue 8% returns annually on your investment. Before you choose that IRA, you study its record of performance year-over-year, and ultimately make a decision on the one that you feel will bring the most value. And in our world, the term value can mean many things. It can be the actual sales increase you see as a result of your marketing efforts, the awareness and buzz created from a new campaign or package redesign, or even just delivering on a scope of work. It really all depends how you want to view it, and what’s most important to you.

From a marketers perspective, it’s more than likely going to be tied to sales. You want to show that the agency investment literally paid off. And from the agency side, the value comes from a satisfied client, and the positive reflection you hope they shine upon you in the trade. Thus, generating new opportunities from like-minded clients.

In the grand scheme of it all, we’re in it to find some sort of return or value. And while that is measured in outcomes, it all is tightly tied to the idea of a much grander hope. The hope of a reciprocating partnership that delivers positive results on both sides, and in return, is quite rewarding for everyone.

So think about how you choose your next agency, long and hard. And ask yourself, do they want to be my “Agency of Record” or my “Agency of Return”, and what type of return is of real value to you. That goes the same for us agencies.