There are types of agency who an important influence on the degree of collaboration and integration of planning the results. Research agencies felt that they were at a strategic disadvantage. They felt that their primary relationship with clients was when assisting in the development of advertising strategy. Advertising agencies and their planners were to be seen as in a position of power which was exposed to manipulation.


Independent research agencies at time felt excluded from the process of advertising development and relationships with agency planners. Researchers see themselves as downstream suppliers by resentful upstream communication planning before the planning is fully developed. Research agencies want the opportunity to have a greater influence on strategic planning of advertising.


The increasing number of media in today’s society means that the strongest client agency relationships is no longer always with advertising agencies. There were several factors which leads to the conventional assumption that advertising agencies always had the relationships with clients. There have been cases where media agencies held the upper hand. Media had a way to make things work.