The IPA has today released the third part in its ‘Partnering for Growth’ report, which seeks to understand how to create mutually sustainable commercial relationships for clients and agencies.

The third instalment of the report seeks to understand the four fundamental characteristics and contexts that help to create these long-term relationships. As part of the report, senior marketing experts were interviewed to gain their view on what makes a successful partnership.

Commenting in the report on accountability when aligning client and agency teams to achieve shared goals and objectives, Richard Robinson, Oystercatchers’ Managing Director, says “Who is the one person that is accountable for the health of the relationship? In many arrangements this is far from clear” – highlighting the importance of establishing clear ways of working to deliver core outputs and transform partnerships.

To access the full report, click here.