Globalisation and digital transformation have seen the context for the client-agency relationship change markedly over the years even if the goal of creative effectiveness remains the same. Despite this, old adages still stand true, namely successful agency performance depends on successful client partnership, and relationships with agencies require clarity of direction, transparency, and constant nurturing by both parties. Onus is still on an effective and thorough briefing process, and remuneration remains a long-standing sticking point within working relationships.
Definition
Working with agencies in this instance refers to all aspects the commercial relationship between a business or organisation, and a marketing...