War & Peace: Everything marketers need to know about the client-agency relationship

Happy agency-client relations are all alike; every unhappy one is unhappy in its own way. In order to be happy, both sides must be committed to a range of criteria – openness, communication, results, and so on. Failure on just one of these counts can lead to conflict. Thus there are more ways for a relationship to be unhappy than happy.

But with reputations and budgets at stake, we can’t blame either party for being a little... cautious. Add to this the pressure that comes with operating in a ferociously competitive market, and we’re left with the damning reality that many client-side marketers see their work as too important to be left to a third party. In order to address this false dichotomy, we need to hear from both sides.