A Longitudinal Analysis of the Ad Agency-Client Relationship: Predictions of an Agency Switch

The present study is a longitudinal study of advertising decision-makers designed to identify key predictors of an agency switch.

A Longitudinal Analysis of the Ad Agency-Client Relationship: Predictions of an Agency Switch

Lucy L Henke

According to the results of a recent study, a major ad agency in the United States today can expect to lose 67% of its current accounts within the next five-year period (ADWEEK, 1992). As several recent events demonstrate, the effects of even a single account loss can be devastating (ADWEEK, 1994).

Many account losses are no doubt attributable either to account conflicts caused by agency mergers and acquisitions, or to new policies and objectives which result from changes on the...

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