Why are client/agency relations shortening?

Research output: Contribution to specialist publicationArticle

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Abstract

In the past many client-agency relationships have been compared to a marriage because of the intensity and longevity of the relationship. While relationships appear to remain intense, in many cases their length seems to be getting shorter. In an environment where most clients are seeking to develop longer term relationships with their consumers, why are their agency relationships moving towards shorter, more transactional style exchange?
Original languageEnglish
Pages20
Volume1
No.123
Specialist publicationCampaign Middle East
PublisherMotivate Publishing Group
Publication statusPublished - Feb 2014

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