How clients and agencies can improve their relationships

Mark Hunter

In this edited version of his address at the IPA annual lunch, Mark Hunter spells out his vision for transformational change in the relationship between advertisers and their agencies

My hypothesis is that transformational change is required in the marketing communications industry, – and I am not alone. For example, on the agency side, Rory Sutherland's President's Foreword in the 2009 Annual Report offers great insight, anchored in the need for a better understanding and modelling of human behaviour.

And on the advertiser's side, Jim Stengel, the former global marketing officer at P&G, has said: 'I believe today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities … The traditional marketing model is obsolete.'