Why Marketers Should Be More Transparent with the Ad Agencies They Hire: Media Planners Say Their Relationships with Clients Suffer from Gaps in Marketers’ Information

The agency–client relationship is like a marriage: Without nurturing, it falls apart. Agency–client relationships, in fact, have a much shorter life span than they used to, and the authors of the current article surveyed media planners across the United States to find out why.

Why Marketers Should Be More Transparent with the Ad Agencies They Hire: Media Planners Say Their Relationships with Clients Suffer from Gaps in Marketers’ Information

Jun Heo

Louisiana State University

John C. Sutherland

University of Florida...