When Bad is Good: The Creative Conundrum of Agency- Client Relationships

  • Sheila L. Sasser
  • Scott Koslow
Part of the European Advertising Academy book series (EAA)


Some advertising agencies and their marketing clients have traditionally invested in long term relationships that were greatly valued. Recent economic imperatives have prompted many clients to break such long term bonds and re-define relationships. For example, in the auto industry, some client-agency relationships forged over one hundred years ago have recently been terminated during the search for new agency partners and creativity. Consumer packaged goods marketers like Proctor and Gamble and Unilever also tend to remain with their full service agency of record partners, even when switching account teams and resources globally.


Intrinsic Motivation Switching Cost Agency Theory Consumer Research Agency Culture 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Sheila L. Sasser
    • 1
  • Scott Koslow
    • 2
  1. 1.Eastern Michigan UniversityUSA
  2. 2.Macquarie UniversityAustralia

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