From traditional to collaborative advertising - experts weigh-in on the shifting dynamics in agency-client relationship

Over the past decade, the dynamics between advertising agencies and their clients have undergone significant transformations. While the traditional agency on record model still exists, it has had to evolve to meet the demands of an increasingly fast-paced, always-on, and crowded consumer environment. As a result, new partnership structures have emerged. Today, many large clients work with multiple agency partners, encompassing both established agencies and newer firms.