What we know about working with agencies

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Globalisation and digital transformation have seen the context for the client-agency relationship change markedly over the years. Despite this, old adages still stand true, namely successful agency performance depends on successful client performance, 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.


Working with agencies in this instance refers to all aspects the commercial relationship between a business or organisation, and a marketing service agency.

Key insights

1. Relationship models are evolving to address...

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