The state of client/agency relations
Catherine BensionSelectResources International
While the advertising trade magazines scurry to report the latest client/agency breakup and our own world of agency reviews and searches focuses on helping clients find new agency partners, the silent majority of clients are working with their existing agencies in relationships that are “meeting or exceeding their expectations.” This was the headline from the recent ANA study on the state of client/agency relations.
Over 100 members of the ANA took part in the study fielded in August 2005 to report on some of the most critical benchmarks defining their relationships...