Client-agency success is centered around the importance of building a healthy relationship. The key to lasting success lies in working toward joint goals and mutual wins that drive business forward.

It takes two to build an enduring and successful client-agency relationship, meaning the process requires effort from both the client and agency. There are countless ways in which both marketers and agencies can work together to build lasting partnerships.

Whether you are a CMO at a global company or an account manager at an agency, marketers all around are feeling the pressures brought on by increased industry complexities.

According to the latest study by ID Comms in partnership with the 4A’s released last week, U.S. advertisers are failing to get the most value from media pitches because of flawed processes and lack of communication.

If great relationships grow stronger over time, then why is it that the American Association of Advertising Agencies reports that approximately 650 agency reviews are conducted annually?

Successful client-agency relationships hinge on equitable and appropriate compensation as much, if not more than on open and constant communications, clear goals and strategies, and sound stewardship of the relationship.