There Are 4 Types of Agency-Client Relationships. Which One Are You In?

How you function, or not, with partners informs craft and culture

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Over the course of my career, I’ve seen all sorts of agency-client relationships. I believe long-standing partnerships are thanks to huge amounts of trust, communication and understanding. Trust is especially important. Almost all clients and agencies (98 percent, in fact) believe that a relationship that’s based on trust leads to better work.

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This story first appeared in the Oct. 9, 2017, issue of Adweek magazine. Click here to subscribe.