Analysis: Agency-client communications are getting lost in the shuffle

02/11/2013 | Advertising Age (tiered subscription model)

Volvo's marketing chief learned that his company's digital agency, LBi, was merging with Digitas when he read a news report. That's the latest sign of "a troubling breakdown in communications between clients and agencies," writes Rupal Parekh. Relationships are increasing in number and decreasing in length, with "time, technology and trust" proving to be significant barriers to "substantial" communications between partners, consultant Elizabeth Zea says. Although the issues cut both ways, agencies can take the lead in restoring professionalism and respect by preparing a comprehensive client-communication plan, Zea recommends.

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