What is the single most important factor in client/agency relations?

David Verklin, Amy Fuller, Andy Berlin, Roger Adams, Becky Saeger, Geralyn Breig and David Bell

Four client and three agency heads discuss what makes a good client–agency relationship. Issue focused on are (from the client side) trust, partnership, ability to solve problems, transparency and openness; and (from the agency side) innovation, sharing the client’s risk, relevant communications and accountability.

The Advertiser Magazine Asked Our Panel of Experts: What is the Single Most Important Factor in Client/Agency Relations?

CLIENT SIDE

Roger Adams Executive Director Advertising General Motors Corporation

Nothing is accomplished without deep trust between clients and their agency partners. Both have an obligation to own an effective strategy and craft a solid positioning that guides the work. However, clients need to depend on their agencies to deliver on that strategy in compelling ways. To do so, an agency needs to be trusted to explore all relevant means, and the expertise to make the work 'sing.'

If trust exists, the...

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