We’ve covered adversarial, partnership and confused agency/client relationships.
Another kind of agency/client relationship is an integrated relationship. This is when the agency functions as an internal marketing department which is fully integrated within the client’s business. The agency might only be a separate business for financial reporting reasons or the client may have purchased a small agency and incorporated them into the business.
This type of relationship may help to keep costs down, but it could result in the agency being less “hungry” and placing less value on keeping the client happy (because they can’t lose the business). It’s important to establish the hierarchy within this structure.
