Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Advertisers wary of long-term relationships with agencies

Published on .

Jupiter: New York--Advertisers are skeptical of forming long-term relationships with ad agencies for interactive marketing, according to a new report from Jupiter Media Metrix Inc. The report found that 66% of advertisers express ambiguity over the future of long-term agency relationships for their interactive efforts, favoring project-based work over retainer work. Thirty-seven percent of advertisers said they prefer to compensate agencies on a per-project basis, and 23% prefer paying a retainer.
Most Popular
In this article: