Open partnerships deliver better value than ‘master-servant’ client-agency relationships

Much depends on marketers overcoming hierarchical prejudices, and agencies stepping-up as true strategic partners. In the modern western concept of healthy personal relationships, equity is key. What ‘I think of you’ should be pretty much equate with what ‘you think of me’. When there is a disconnect, trouble looms. The same applies when comparing performance evaluations between two business teams, in this case between marketers and their agencies. Our database reveals that at a global level, marketers score agencies -4.

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Written by The Drum

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