The past two years have been undeniably tough for advertisers and their agency partners; compelled to rapidly adopt a digital-first mindset, evolve marcom plans, to audiences with mixed motivations and confusing signals, following the most disruptive change to consumer purchasing habits in a generation.
Consequently, this has led to a re-evaluation of the advertiser/agency relationship, contracts, scope and remuneration models to deliver increased transparency and efficiency and ensure every dollar enables advertisers to navigate effectively this evolving consumer landscape.
So what are the key factors that will have the most impact on relationships over the coming months?
1 The ri
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