Marriage guidance: Reversing the downward spiral of client-agency relationships

This article analyses the factors that can lead to dysfunctional client-agency relationships and offers practical solutions.

Marriage guidance: Reversing the downward spiral of client-agency relationships

Libby ChildAprais UK

The pressures on client-agency relationships are well known and include the demands from procurement to drive down costs and fees, smaller marketing teams working with more and more agencies, and the drive for multiple agencies to deliver fully integrated campaigns within shorter lead times. Libby Child analyses the factors that can lead to dysfunctional relationships and offers practical solutions for agencies and marketers.

I see the impact of the pressures every day, having conducted over 200 client-agency evaluations in the past six months, as well as seeing...

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