Marketers such as Unilever, General Electric, and Ford are recognized for maintaining relationships for over seventy years with their agencies. And while almost all marketers aspire to build long-lasting relationships like these with their agency partners, the evolving marketer agency landscape and increasing business demands give rise to marketers re-thinking about their relationships. R3’s most recent Agency Scope study revealed that over 30% of marketers worldwide are considering or have already decided to change agency partners.

This white paper from marketing consultancy R3 and 4As Malaysia is designed to give marketers and their agencies some insight to the important questions faced today. What follows are best practice guidelines that can help marketers plan and execute more productive agency reviews that lead to stronger client-agency partnerships. This report is designed to start rather than end a dialog.

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