Agency management: Who manages who?

This article examines client-agency relationships and provides advice and insights for clients to manage their agencies effectively.
Marketing agencies are essential for business success. They are responsible for delivering the company's most valuable asset, the brand and are responsible for delivering the communications that drive business growth. Getting agencies right is critical. However, the agency world is huge, complex and ever changing. Managing agency relationships to ensure the right degree of control and creative flexibility is a tricky, but essential, balance to achieve....

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