Johnson & Johnson and DDB Indonesia on enduring client-agency relationships

Global FMCG company Johnson and Johnson and its Indonesia agency partner DDB believe that good client-agency relationships are like a healthy marriage.

Client-agency relationships are often likened to marriage, but at the recent Spikes Asia conference, Lakish Hatalkar (managing director of One Johnson & Johnson) and John Bailey (president director of DDB Indonesia), literally took this comparison to heart.

“In the end, an agency and client relationship is a lot like marriage,” Hatalkar said, adding that a quick search of “just how many people are worried about relationships – and I’m talking agencies and clients” threw up 31k internet searches on the subject.

As Hatalkar sees it, while “agencies and clients want exactly the same thing”, tensions often arise when the two...

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