TRUST AND RELATIONSHIPS ARE ON SHAKY GROUND AS CLIENTS DEMAND AN ARRAY OF SERVICES AT A ROCK-BOTTOM COST: WHAT PRICE LOYALTY?

Advertising Age,  March, 1999  by Fitzpatrick, Sean

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If a new-business prospect came to an agency CEO 20 years ago and said, "Get rid of your current client and I'll give you my bigger account," nine out of 10 agency CEOs would have said no.

"Not today," says Harry Paster, a former exec VP of the American Association of Advertising Agencies.

There is much soul-searching about a lost quality in advertising success -- client loyalty. IBM, Delta, Budweiser, Kmart, Kodak, Amoco, Seagram's and Coca-Cola -- all these venerable brands dumped their long-serving agencies as the century counted down. And it is not only ...

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