Client-agency relationships: where has all the love gone?

Client-agency relationships have become more complex and challenging to manage over the last decade. The internet and social media have increased the complexity of the advertising landscape and impacted the nature of relationships between clients and their agencies. The consolidation within the industry and a rising trend to in-house and on-site agencies has presented a range of challenges in managing client-agency relationships. This study explores the nature of current relationships through the lens of Symbolic Interactionism. The study draws on data from 21 interviews conducted with account managers in United Kingdom (UK) agencies. Findings suggest relationships are volatile and highlight the negative impact client-agency interactions can have on the creative process and the agency team.