Agency and client relationships have historically built, and will continue to build, wildly successful campaigns and brand experiences: Apple’s promise that 1984 won’t be like 1984, Volkswagen's lemon, Nike’s challenge, Dos Equis’ Most Interesting Man.
When things are good, they’re great.
When things are bad, well … the numbers speak for themselves. The average client-agency relationship now lasts less than three years. Whether that’s attributed to the shift toward project work, shrinking budgets, agency complacency, or brand management turnover, the bottom line is brands are hiring agencies and getting buyer’s remorse.
Agencies and brands alike must remember that if either side doesn’t invest the time and resources necessary into the relationship, it will fail — inputs drive outputs.
Despite the demands of an ever-evolving marketing landscape, a smart partnership built on shared goals can and should provide value for longer than three years.