Barber’s New Consultancy Aims To Foster Shop-Client Chemistry




LOS ANGELES – Hank Barber, former executive vice president/general manager of McCann-Erickson’s Seattle office, is coming out of retirement to form a new consultancy.
Barber is joining forces with Kim Yale, another former McCann executive, to launch Performance Partnerships, a Seattle-based outfit offering shop assessments and reviews to agencies and advertisers.
The company’s mission is to help build successful and enduring partnerships between clients and their agencies, according to Barber.
“After going through a countless number of agency reviews, I felt there was a need for a different kind of consultancy–one with a relationship-oriented approach,” Barber said.
The new company will focus on chemistry and cultural fit, factors that are “often overlooked in reviews,” Barber said. He will also discourage the use of speculative creative assignments in reviews.
The consultancy will provide audits to assess agency performance, including staffing, structure, systems and compensation and relationship issues, according to Yale, who most recently served as an independent strategic planning consultant.
Only advertisers, not agencies, will pay fees in review situations, to avoid conflicts of interest, Barber said.