Advertiser/Agency marriages

The author notes a decline in agency reviews, and discusses the question of why clients change agencies, what they are looking for, and when to use a search consultant.

Advertiser/Agency Marriages

A look at the state of the relationship

Cleve Langton DDB Worldwide

A number of parallels have been made between marriage and the advertiser/agency relationship. Many of the parallels seem to be intriguingly valid.

Most advertiser/agency relationships break up because the relationship gets 'tired.' Generally, it's not one major issue or problem – it's a series of 'disconnects,' in which the marketer feels the agency lacks the spark necessary to take his/her business to the next level. A number of marketers describe it as 'the thrill is gone' from the partnership.

The logical question is then, why...

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