Clients seem to change agencies with alarming regularity, but, says UM’s Kara Osborne, there are ways for agencies to foster longer-lasting relationships that work to the benefit of both parties.

Despite the prevailing trend of client churn, some agency-client relationships have demonstrated remarkable longevity. The partnership between AMV and Sainsbury’s lasted 40 years, and even this was eclipsed by the 75 years Ford spent with WPP.

Generally, media agency contracts are much shorter-term, spanning three to five years. This means churn is often driven by routine reviews mandated by procurement teams, which makes it essential that agencies consistently demonstrate exceptional value if they hope to extend client relationships beyond the typical cycle.

Read more on WARC.

UM US (Global Headquarters)
Privacy Overview

Our website uses cookies for various purposes, including to enhance the site’s functionality, and help us understand how you use and interact with the website. To learn more about the cookies used and your choices, please see the Online Privacy Notice. Please indicate below whether you agree to the use of cookies for the purposes described above:

You can adjust all of your cookie settings by navigating the tabs on the left hand side.