How to improve client-agency relations: whose responsibility is it?

Richard Pinder and Camilla Honey

Agencies will need to change considerably in the next generation to provide better service in the new marketing landscape.

How to improve client-agency relations: whose responsibility is it?

Richard Pinder and Camilla Honey

New media and the economic challenges have changed the landscape of marketing forever Richard Pinder argues that clients must take the lead, while Camilla Honey (panel, opposite) offers tips to agencies

Our futureneeds reinventing. Of that there is no doubt. Agencies need to change out of all recognition in the next generation to provide better service in the new marketing landscape. And to succeed they need senior clients who are visionary in reshaping their own organisations to lead some...

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