Signals of Vulnerability in Agency-Client Relations
研究了企业更换广告代理的原因，发现双方对关系破裂的认知存在显著差异，且破裂前会出现脆弱性信号，帮助代理机构提前识别并预防客户不满。
Surprisingly little significant research has been done on why companies switch their advertising agencies. The study matches the views of a large sample of companies which switched with those of their former agencies. Strikingly different perceptions of the reasons for the breakdown are identified. The research also suggests that the breakdown is a process of “creeping disenchantment” preceded by clear signals of vulnerability. Recommendations are made on how agencies can identify these signals and use them to forestall client disaffection.