Companies can see the advantages of long-term agency relationships but they often behave in a way that makes this hard to deliver, according to the founder of Observatory International.
The FMCG giant is scrapping individual agency relationships.
Kyoko Matsushita explains how her agency is focused on solving long-term challenges, which ultimately leads to stronger relationships with clients.
The brand’s global CMO said while taking work in-house is a regular and significant conversation, employing agencies is still very much her preferred option.
What makes some client-agency relationships healthier than others? We invited them to share their feelings.
It is clear that Chinese purchase behaviour today is characterised by promiscuity and flirtatiousness, writes Ashok Sethi from GfK China.
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