Partners over the long run: how to build an advertiser-agency relationship with staying power
Kathleen Hunter
Q. Has the ANA done any research on the average length of a client-agency relationship? We are a large packaged goods company in need of understanding the key factors that contribute to the longevity of a relationship.
A. In the recent Inside Advertiser and Agency Relationshipssurvey conducted by the ANA, it was found that the type of industry, size of advertiser, and type of agency (specialist vs. full service) all have an effect on the longevity of ad agency accounts....