oa Journal of Marketing - Trust : the key to working with your marketing director
As we all know, the advertising and marketing industry is a tough place to be right now. Budgets are tight, and expectations are high. Unsurprisingly, stress levels are peaking, and relationships between agencies and their clients are increasingly strained and short-lived. Yet the client / agency partnership is, to a large extent, heavily dependent on the nature of the interaction between the agency and the client's marketing director. It is a particularly difficult and tenuous relationship to manage, but if you can succeed at it, a major part of the battle is already won.
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