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Agency and brand relationships, when they work, can result in campaigns that shine and long-term connections that create wins for both sides.
When they don’t work it often leads to dissolutions, and the two sides rarely reconnect.
Essentially, a good client-agency relationship is like a marriage, according to a panel discussion at ADWEEK’s Brandweek summit in Phoenix, Ariz. on Wednesday.
“At AT&T, we always say our agency partnerships are marriages, not flings. We do really treat it like a marriage in the way that we communicate,” said Lianne Sinclair, vp of advertising and social media at AT&T, of the company’s relationship with agency BBDO and chief creative officer Matt Miller.
Sinclair added that open lines of communication are key to a working relationship.
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