It’s not unusual for clients to change agencies, for reasons ranging from budget cuts to a policy of putting their business out to tender at the end of a contract, unhappiness with the incumbent’s delivery or the entrance of a new management team with its own preferred providers. It’s less common for agencies to resign an account. But perhaps it shouldn’t be.
In 24 years of working with agencies and clients, I can recall only one instance of an agency directly resigning from an account. The agency claimed it was approached by a competitor with a much larger budget. However, the client-agency relationship was already strained and the agency was all too pleased to have an excuse to ditch its client. It’s less unusual for an agency to shake a brand off by letting service levels drop and pushing the client to fire them...
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