Earlier this month, Campaign India, in partnership with business relationship firm, Aprais, launched a study on client-agency relationships. With love in the air during St. Valentine's Day, the timing could not be better to reaffirm their commitment to each other.
The real lessons in this study were hidden in not what they said, but in what they did not say. Out of the 50 executives who were approached for this study, only half of them responded - possibly a comment on how much time they were willing to invest in this relationship.
There were other key indicators as well. The number of people who felt that there was little improvement in client-agency relationships was a resounding majority.
The St Valentine's Day study is not just an indicator of what drives client-agency relationships. Importantly, it tells you what are some loose ends that need to be tied-up on a priority.