The report encourages agencies to let clients know that the way they are treated affects the way they work, and that both parties should assess each other's performance in a bid to foster longer-term relationships. The guidance and sample questionnaires are available to members from www.ipa.co.uk/clientservices.
The Week: Advertising News - IPA in relationship guide
The IPA has issued new guidelines that aim to encourage agencies to take control of client relationships by managing the assessment process.
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