When I started out in advertising, the agency I was at would handle all the advertising and media needs of clients. We were the one-stop shop. It was easier for the client to manage one agency and, thus, they invested a lot of energy into a great relationship, which made us a true business partner. Over the past 17 years, however, the marcomms landscape has shifted dramatically, resulting in multiple agencies delivering on a client’s business. This shift has triggered challenges at both ends of the spectrum, with both agencies and clients needing to manage numerous relationships per campaign. In a highly energetic and competitive industry such as advertising, strong relationships
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