Switching advertising agency – a cross‐country analysis

The specific objectives of this research were to gain an understanding of the causes of advertiser account switches in New Zealand and Singapore and compare these results with Michell’s USA and UK studies. The main finding of this study is the reasons for broken agency‐client relationships are complex and very varied. However, Michell’s five general reasons for account switches: poor agency performance; changes in agency policies; changes in client policies; changes in agency management; and changes in client management, appear to explain most failed agency‐client relationships (although few respondents had all of the above problems at once). This report has been useful in highlighting the differences in New Zealand and Singapore agency‐client relationships.