If agencies are out of date shouldn't clients also change?

Review of a recent WARC seminar on agency-client relationships, by the chairman. The economic situation may be threatening agencies again, as in 1988, and they need to improve in various ways (discussed).

If Agencies Are Out of Date, Shouldn't Clients Also Change?

A review of clientagency relationships in today's business context

David Wethey

It took some courage to pen that headline. I have spent the last 12 years working for clients and with their agencies. Agency Assessments International is a cross between a headhunter (agencies in our case) and a therapist (client agency relationships).

In Septembers AdmapSean Pillot de Chenecey predicted the demise of the ad agency as we have known it (1). I rather agree. Not that I believe that ad people will disappear like ostlers or lamplighters ...

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