Traditionally, Billetts focuses on analysing and optimising media spend and helping advertisers maximise their performance, while the AAI advises on client and agency relationships and how effectiveness can be improved.
However, the alliance between the two companies is an attempt to break down the barriers between the two disciplines and increase the range of services to clients.
David Wethey, the AAI chairman, said: "John Billett and I are convinced that by working together we can offer clients a true end-to-end service. Part of the task is relationship and performance management across the complete marketing communications spectrum. But it is also vital to be able to help our clients identify new agency resources when they need them."
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