Surprisingly little significant research has been done on why companies switch their advertising agencies. The study matches the views of a large sample of companies which switched with those of their former agencies. Strikingly different perceptions of the reasons for the breakdown are identified. The research also suggests that the breakdown is a process of “creeping disenchantment” preceded by clear signals of vulnerability. Recommendations are made on how agencies can identify these signals and use them to forestall client disaffection.
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