The top 40 client-agency relationships last an average of 22 years, finds R3 research

R3 has released its guide to the best client-agency relationships, selecting 40 out of a potential 100.

R3 releases global 40 client-agency relationships

According to the intermediary, an analysis of the relationships revealed that the average length of the 40 was 22 years, showing that creating a good relationship tends to result in loyalty of business. The industry average for the length of a client-agency relationship is just 3.2 years.

The topic of relationships is high on the agenda but more recently this has been because of negative headlines. The ANA released a report earlier this year slamming transparency from agency to client. It has since released advice for brands, including creating a chief media officer.

“Great marriages require mutual trust, a common understanding and clear goals,” said Greg Paull, Principal of R3. “What separates these partnerships is a sense that both sides are working to improve brand outcomes, separate to personal agendas, politics and infighting,” he added.

The report highlighted six ‘secrets’ of a great global marriage, which were all common traits of the top 40 relationships.

Look to new models - R3 said all cases had experimented and tried new ways of working, something needed in a constantly evolving industry.

Face time matters - According to R3, despite the proliferation of technology, getting quality time in is the best way of resolving issues.

Focus on outcomes, not inputs - R3 cited the recent McDonald’s and Omnicom agreement in praising the relationships that focus on mutually common objectives.

Take digital seriously - The report says too many brands are “buying digital by the yard, not by the year” and they need partners for digital transformation.

Immersion both ways - Both sides of the relationship need to properly understand each other’s business.

Benchmark and evaluate - The advice is that Global CMOs and agencies need to share a ‘Dashboard of Best Practice’ in order to always improve.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte