Agencies and Clients Need to Find a Balance of Mutual Respect to See Long-Term Growth

One shouldn’t be held on a pedestal

Blue and green background; in the middle there is a scale; on the right of the scale is a light bulb and on the left is a multi colored rectangle
Agencies need to treat clients as partners rather than vendors. Getty Images

The agency/client relationship: The pinnacle of business relationships. Partnership centric. Transactional at its core. Often misunderstood. Too often one-sided.

Marc Stephenson Strachan is chairman of ADCOLOR, Inc. and a senior marketing and advertising industry executive.