The client-agency relationship: an analysis of the Italian context

Abstract

The client-agency relationship has been suffering several challenges due to the digital revolution and the introduction of the Integrated Marketing Communications (IMC) approach. Because of these phenomena, the customer journey has become more complex, and consumers are now active shapers of the message rather than passive receivers. This complexity, together with the increased global competition, has put pressure on both the client, who wants to obtain results in shorter time and at a lower cost, and the agency, which needs to deliver creative solutions fast. The different expectations of the parties and the lack of trust and mutual understanding have compromised the relationship. Small and medium enterprises (SMEs) generally lack trained marketing staff and have limited resources as well as little understanding of IMC. However, they provide a useful source for agencies, as they are more willing to accept riskier solutions and need more guidance in the process, allowing agencies to perform a more strategic role and act as partners, while regaining power in the relationship. This study analyses the perspective of agencies on their relationship with SMEs, in order to provide tools to establish beneficial and long-lasting relationships.