Finding the perfect match: Building agency relationships that last
Urey Onuoh
According to a 2014 survey by the ANA and Millward Brown Vermeer, 58 percent of marketers report working with one to five agencies; a strong minority, 19 percent, use six to 10. With just over half of marketers believing the overall number of agencies they work with now will stay true for the next five years, it stands to reason that maintaining healthy marketing/agency relationships cannot be overstated. Regardless of the number of agencies a marketer uses, building lasting bonds that remain stable and mutually beneficial requires work.