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How Long Will Your Agency Relationship Last?

Research shows that half of the agency/client relationships out there last less than two years.

This is from a sample of about 140 companies with an annual marketing spend of at least $2 million, including Citibank, General Mills, IBM, GE, and ESPN.

After nearly 15 years in agencies, this percentage sounds about right. But where the research tries to determine why this is the case, I take issue with it.