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.

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