Client-agency relationships are important and always stay under pressure. The agencies are working hard to make their mark while, companies need someone who can make their business grow and stretch their campaigns.
There are many big companies which have made their strong footprint in the advertising sector with the help of agencies, in turn strengthening their relationships. Owing to the fact and the partnerships that have been persisting since times, independent global consulting firm R3 performed a study to gauge the worldwide acknowledged relationships between the famous firms and their agencies. The purpose behind the survey was to find out the secret spices that make the relationship flourish between the two mutually benefiting groups.
After collecting the data from 100 leading agencies and markets, a final report termed as ‘Global 40’ was issued. Here is a list of the top 40 strong relationships;
Apart from the clients, the research found out the specific elements which make the partnerships a valued and trusted factor that drives stockholder value, brand parity, and business results. The above mentioned relationships have gone through an average of 22 years over the trustworthy conglomerates.
As per the report, the top 4 client-agency relationships of the list are from the world’s largest marketer- Procter & Gamble. It has been found that the company is utilizing its resources to train client on the agency management along with submerging the agencies.
Apart from P&G, Unilever has the same reliable collaborations from which one stretches to 117 years, back. Nike, Coca Cola and McDonald’s are also in the list of the relationships that have essential creative agencies, but also activation, media, and digital agencies as well.