Four things brands want from their agencies
Matthew Carlton
The agency-client relationship can be a fraught one and research suggests that the better the relationship, the better and more effective the work produced is likely to be. Addressing the delegates at Media360, Homebase's marketing director Jo Kenrick gave the client's perspective and discussed four areas where she felt things could improve, including having long-term relationships, improved understanding of a brand's business, not over-promising and giving her more help in the boardroom.
Long term relationships
You might expect that agencies would naturally want to have long-term relationships with their...