Clients and agencies: from relationships in crisis to powerful partnerships

Steve Wills and Sally Webb
Customer Insight Solutions Ltd


The whole issue of the relationship between clients and agencies is a conundrum – full of contradictions. On the one hand, clients generally bemoan the lack of high level value delivered by their agencies – but on the other the research industry has kept on growing suggesting that clients can't be that unhappy. There are some wonderful examples of individual relationships – but at the corporate level the biggest agencies in particular are seen as delivering less and less of a value added service.

For years different figures within our industry have looked at different aspects of these relationships, but in truth they have usually only scratched the surface and never got to its root causes.