How to improve client-agency relations: whose responsibility is it?
Richard Pinder and Camilla Honey
New media and the economic challenges have changed the landscape of marketing forever Richard Pinder argues that clients must take the lead, while Camilla Honey (panel, opposite) offers tips to agencies
Our futureneeds reinventing. Of that there is no doubt. Agencies need to change out of all recognition in the next generation to provide better service in the new marketing landscape. And to succeed they need senior clients who are visionary in reshaping their own organisations to lead some...