The Week: Advertising News - IPA in relationship guide

The IPA has issued new guidelines that aim to encourage agencies to take control of client relationships by managing the assessment process.

The report encourages agencies to let clients know that the way they are treated affects the way they work, and that both parties should assess each other's performance in a bid to foster longer-term relationships. The guidance and sample questionnaires are available to members from www.ipa.co.uk/clientservices.