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This modern fairy tale was written as a story for the AANA Hothouse on Client / Agency Relationship Management to create the foundations for the discussion by providing a snapshot of the state of play at the moment. Marketers are managing a time of change with increasing complexity and accountability. A significant part of this change is how to manage the increasing numbers of agencies and service providers now required to implement their marketing strategies. The focus is creating business strategy alignment through marketing and the various strategic suppliers.