The agencygap.

As we’ll see in Part Three, a good agency can bring external knowledge and experience to bear in your decision-making. They can broker relationships with stakeholders and act as a buffer between you and corporate leadership when needed (especially in situations where you are the bearer of bad news).

The truth is, however, that the relationship between most marketers and their agencies is broken. A true partnership needs to be built on trust (which is often lacking) and respect (which is hard when the agency is treated like a vendor rather than a collaborator).

And to make things worse, how most companies engage with and compensate an agency sets both sides up to fail from the start.