It’s time for agencies to stop giving category exclusivity to clients

6 ways advertisers can be assured of confidentiality and discretion

by Marla Kaplowitz

Category exclusivity was developed decades ago and embraced in the Mad Men era when clients viewed agencies as indispensable business partners. Although business has evolved to reflect the changing dynamics of the marketplace, clients continue to cling to the notion of exclusivity.

Today, client-agency relationships are marked by shorter contracts and re-pitching the business as clients focus on cost savings over continuity and value. And as work shifts from retainer to project-based, there’s no longer a justification for category exclusivity when a long-term commitment is not offered.

Read more in Ad Age here.