In our agency we trust

Using findings from client-agency relationship satisfaction studies conducted by Results Business Consulting, David Miln examines what it is that leads to long-term success, and what leads to relationship breakdown.

In our agency we trust

David Miln

Trust, or rather a lack of it, is an abiding concern for agency–client relationships. The agencies, their associations, the purchasing managers and client organisations are all presently engaged by the problem and what might be done about it. They are quite right to be concerned. Client trust in the agency's ability to deliver a significant creative contribution to their business is essential for a sustained relationship. When trust erodes the agency becomes vulnerable, confidence falls and the work suffers. This cycle is happening more now under the additional twin pressures of measured accountability...

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