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What are the ingredients of a good client/agency relationship? After years of research and working with advertisers on the different models and approaches, it turns out there really is no easy answer.

The relationship between advertisers and agencies is like any other: communication, trust and respect from both sides are required to ensure the relationship lasts and will be mutually beneficial.

From brief to contract to end delivery, it requires hard work and expert management to ensure that value is delivered at each stage. But it doesn't end there, issues such as transparency, measurement, ROI, effectiveness, process management and quality are constant themes within the advertising industry and ISBA is continually working to ensure our members have adequate resources, knowledge and advice available to ensure the maximum can be achieved from spends.

You will find all of the latest thinking, best practice insights and guidance on a range of agency management issues both commercial and relationship via the tabs above. For more insights or to discuss your particular issue or needs, please contact Debbie Morrison.

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