How to assess client-agency relationships effectively
Jeremy CaplinAprais
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Executive summary
Over 50 years ago, David Ogilvy famously said that "clients get the advertising they deserve". This has now been validated by our analysis of over 8,000 client-agency relationships which has shown that agency performance is highly dependent on client performance. In effect, this is saying that the good performance of the client is absolutely essential to maximise agency output.
Further analysis...