Negotiating client-agency contracts and establishing a strong relationship between advertisers and their agencies can be complex. In this episode of Perfect Balance: An Advertising Law Podcast, host Po Yi is joined by Mercer Island Group co-founder and partner Steve Boehler for a discussion of key issues—including mutual trust, transparency, flexibility and process clarity—that advertisers and agencies should consider as they negotiate new master agency agreements or review existing contracts to build collaborative and effective relationships with each other.