Maximising your agency relationship

David Hearn of Bates Worldwide explains how he believes clients and agencies should build a true marketing partnership - and maximise value to both parties.

Maximizing Your Agency Relationship

David HearnBates Worldwide

The realities of the business world have changed, yet again. The economy, still staggering from exhaustion after the dot.com boom and bust, did not experience the much-needed upswing we all hoped for. Instead, unforeseen political actions have had an even greater negative impact on a global scale. It has affected our relationships across the board, in both our personal and professional lives. It has also affected the way we handle both long-term and immediate needs.

In marketing terms, this means that we have to invest even more in research and development to...

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