Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

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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