The fight over fees and client bullying are nothing new, however, the author of this article opines on the “new” client-agency relationship, particularly in light of huge recents wins, like Omnicom Group winning McDonald’s U.S. creative business over Publicis Group.
Maarten Albarda outlines principles that this new client-agency relationship will be built on including a la carte services, a business-like approach to fees and transparency into costs, earnings and other contractual elements. Read the article …
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