Partnership, marriage, hook-up or one night stand? Client and agency relationships in the digital age

This article describes how client and agency relationships have been transformed over recent decades and predicts how they will continue to change in the future.

Partnership, marriage, hook-up or one night stand? Client and agency relationships in the digital age

David McCallum and Tomoko Nishi

Introduction

As with every other industry, the market research profession has seen continuous and accelerating transformation over recent decades. It has absorbed new methodologies, technologies and economic structures and embraced changing relationships between

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