The agency relationship model will always evolve

It’s great to see that there’s some open debate on remodelling the agency relationship MW 5 August).

We all know the world of marketing and communications is changing dramatically. Brands today are not fixed icons to be pushed onto consumers, instead they have a constantly evolving relationship. Successful brands have fans, not just consumers. Ideas need to be contagious, not just creative.

Clients are now relying on agencies to accelerate progress from traditional push marketing to genuine brand engagement and deliver higher marketing effectiveness.

In response to this, our agency is already adopting an approach we call Intelligent Influence. One thing is for certain, marketing will continue to rapidly evolve and the agency “model of the future” will need to continually evolve as well.

Richard Marshall, partner, Tullo Marshall Warren

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