Agency / Client Relationshipsas Seen by Influential on Both Sides
调查广告公司高管和主要客户对彼此关系的看法和感受，基于发现提出改善双方合作和谐度的建议。
Abstract This article concerns a subject of interest and concern to both advertising agency executives and their clients; i.e., how the two of them feel about each other and themselves in terms of the agency/client relation-ship. These perceptions and feelings were gleaned from a survey of agency leaders and major users of agency services. Based on the findings, some suggestions and directions are offered for making the agency/client dyad more harmonious.