Editorial: A novel way to align agencies and clients

Agencies yearn to become their clients' business partners.

Perhaps the deal signed between BBDO and its new global client, HP, indicates how this might be done. The agreement is billed as a "strategic marketing partnership" under which client and agency will work together to enable other clients of BBDO or its Omnicom parent to take advantage of HP's technological expertise. If it works, everybody's a winner.


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