Agencyclient chemistry: demographic and psychographic influences
Michael T. Ewing, Curtin University of Technology, Australia Tanya M. Pinto, The Richards Group, Dallas Geoffrey N. Soutar, University of Western Australia
INTRODUCTION
One of the major challenges facing advertising agencies is to maintain longterm, mutually rewarding relationships with their clients. In past years, successful partnerships lasting decades were not uncommon. Some of the world's most admired brands have been with the same agency for many years. Today, however, this trend has reversed. A recent survey by the AAAA found that the average tenure of clientagency relationships...