All agencies used to love to cite long term relationships.
Why Not. Proctor & Gamble, Unilever and GM have relationships that began in the 19020’s. But Cinderella is gone.
Advertising agencies relationships are getting shorter in tenure these days. A clear trend in client-agency relationships is to terminate those that under-perform.
In 1984, the average client-agency relationship tenure was 7.2 years. By 1997 (13 years later), that number declined by 25% to 5.3 years. Today the average client-agency tenure is thought to be less than three years according to the Bedford Group.
In 1984 when I was transferred from JWT Toronto to JWT Chicago there were a lot of long term relationships in that office. The relationships with clients could be decades long and people worked at agencies for decades. I know that is true as I was trained by gray hairs and their tenures were decades long.
That is not so true these days. I wonder if there is a correlation between the longevity of client relationships and agency employee tenures. Could it be as simple as that?