Back in the day…actually not so long ago, clients would choose an agency, dub them agency of record, sign a contract, pay a monthly retainer and the partnership would last for years. Everything was “hunky-dory” to use a term from back when things in the advertising business were, well, “hunky-dory.”
Both sides trusted the other would hold up their end of the bargain. The agency would live up to its promise to deliver campaigns that worked and the client would reward that dedication and success with business commitment to the agency.
Then a few things happened. CMOs began changing jobs every 12 to 18 months. Hoping to make a mark at their new company and impress their bosses, they’d promptly fire the agency, hold a review and choose a new agency.
