Leontyne Green Sykes, CMO at Ikea, said that a strong and successful relationship is all about transparency and openness. She recognized that “we needed a partner who truly understands our business,” noting that she appreciates an agency that can challenge Ikea’s “internal thinking.”
As he took the stage to moderate a panel about agency-client relationships at Ad Age’s CMO Summit, David Selby, managing partner and president of Schafer Condon Carter, asked the audience of marketing executives how many would rate their relationships with their agencies a 10 out of 10. No one raised a hand.
But all is not lost. Mr. Selby noted that relationships between agencies and clients are improving, moving away from a more vendor-type relationship to a partnership, some even long-lasting.