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Partner or Vendor? What Agencies Mean to Clients
C’mon everybody, let’s get real. Neither media buying agencies nor their supposedly more glamorous counterparts at creative agencies, nor even their much-derided cousins at the big consulting firms, will ever enjoy true partnership status with their clients [Art & Commerce, June 4]. And why should we? Partners share both rewards and risks, and not even the most progressive performance-based compensation agreement would include the possibility of a negative number in the agency fee line.
For that matter, why would we even want to be our clients’ “partner”? True partnering would force us to lose objectivity.
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