Finding the perfect match: Building agency relationships that last

This article gives guidance for building successful client-agency relationships, based on good communication, clear expectations and an open evaluation process.

Finding the perfect match: Building agency relationships that last

Urey Onuoh

According to a 2014 survey by the ANA and Millward Brown Vermeer, 58 percent of marketers report working with one to five agencies; a strong minority, 19 percent, use six to 10. With just over half of marketers believing the overall number of agencies they work with now will stay true for the next five years, it stands to reason that maintaining healthy marketing/agency relationships cannot be overstated. Regardless of the number of agencies a marketer uses, building lasting bonds that remain stable and mutually beneficial requires work.

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