What Is the Most Critical Factor in the Agency-Client Relationship

Multiple Choice

What is the most critical factor in the agency-client relationship?

A) the competitive relationship between the in-house and the outside agencies
B) the level and type of communication between the client and the agency
C) the ethical conduct and history of the advertising agency
D) the dynamic nature of the environment in which the client operates
E) the personal chemistry between the client's employees and the agency's staff