For brands' sake: partnership is everything

Douglas T. Moore

The author makes eight observations on what elements tend to be present in a winning client/agency partnership culture - drawn from 15-plus years on the agency side and one as a client.

For Brand's Sake:

Partnership is everything

Douglas T. Moore General Mills

Do you really want a 'relationship' with an agency? Wouldn't you rather just get great work that grows your brands? Is this whole fuzzy 'agency relationship' topic really worth your time?

Well, it is if you agree with this logic:

  1. Brand health is the key to long-term profit growth in your organization.
  2. The quality of your agency-client relationship is one primary driver of brand health.
  3. So the health of that relationship –...

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