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Transform how you work with agencies
The relationship between brands and agencies is in terminal decline, a new way of working is required.
Kieron McCann is a partner at A Few Good People. Over the last 25 years he has worked in strategy and marketing on both agency and client side. During that time Kieron has been involved in driving technical and operating transformations on both sides of the fence.
In this article Kieron explores how client and agency relationships have changed over the last 30 years, and how we have see a long term decline in the tenure of client and agency partnerships. This decline is in neither the interest of agencies nor clients, but the causes are endemic and a real transformation is needed on the part of both clients and agencies to get things back on a more even keel.
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