Advertisers wary of long-term relationships with agencies

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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.
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