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

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...