The Evolving Agency-Client Relationship Is Leading to a Decrease in Reverse Auctions

Brands are looking for deeper integrations into the business

Agencies sometimes spend six months or more working on a pitch for a coveted potential client, only for that client to decide at the eleventh hour that the pitch will end in an auction over the phone—lowest fees win.

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This story first appeared in the Oct. 25, 2021, issue of Adweek magazine. Click here to subscribe.

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