‘Creative capital’ – not creativity – flourishes in long-term partnerships, finds Spark Foundry
A new study[1] released by Spark Foundry Australia reveals that while clients and agencies believe building a long-term partnership drives stronger brand performance and positively impacts agency staff retention, building trust and empathy is key to moving the industry out of a short-term mindset.
The qualitative and quantitative study, “In it for the Long Haul? The Parallels of Client Relationship Tenure with Brand Performance”, saw over 100 ANZ agency and marketing professionals across all disciplines and major industry verticals surveyed. Interviews were also conducted with consultants specialising in client and agency relationships.
