Building Strong Relationships with Agencies

In this chapter, they discuss the importance of selecting the right 20% of agencies to work with and how it impacts the guidance given to the agency. They express their dislike for the terms 'vendor' and 'supplier' when referring to marketing, emphasizing the creativity and uniqueness of the work. They also talk about the benefits of focusing on the largest percentage of spend with partners and building strong relationships with agencies. The chapter ends with the speaker sharing their approach in being the best client for agencies and seeking their input on how to get the best work from them.