How to assess client-agency relationships effectively

Analysis of over 8,000 client-agency relationships has shown that agency performance is highly dependent on client performance.

How to assess client-agency relationships effectively

Jeremy CaplinAprais

Go to: Executive summary

Go to: Essentials

Go to: Where to start

Go to: What to avoid

Go to: Checklist

Go to: References & further reading

Executive summary

Over 50 years ago, David Ogilvy famously said that "clients get the advertising they deserve". This has now been validated by our analysis of over 8,000 client-agency relationships which has shown that agency performance is highly dependent on client performance. In effect, this is saying that the good performance of the client is absolutely essential to maximise agency output.

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