Rebuilding The Bridge

This summer witnessed the most new-business activity ever. Stability in client-agency relationships? Many clients think nothing of going through an agency every two or three years.

Some changes are justified, of course. Clients live and die in 90-day lifespans, from one financial reporting period to the next. With short-term results being an important, often critical performance metric, CEOs and CMOs are under tremendous pressure—the average CEO lasts less than five years in the job, the average CMO a mere 22 months.

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