Procurement and the client-agency relationship

Discusses issues surrounding the changing culture of client-agency relationships over the course of decades, and explores issues arising from a relentless focus on cost.

Jan Gooding started her career in a full service agency. “I was schooled in the idea of nurturing the relationship you had and trying to fix any problems within existing relationships because of the cost of moving and the desire to have consistency and understanding about [the client’s] brands,” she told the Mediatel Future of Brands conference (London, February 2019). Pitches were a distraction – for both sides.

She subsequently ended up client-side as CMO at insurance business Aviva, where she ran a global media pitch on a couple of occasions. First time round, “the motivation was structural...

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