This document discusses the typical lifespan of client-agency relationships in the advertising industry. Such relationships last an average of seven years, mirroring the stages of a marriage from the honeymoon phase to developing ruts and disagreements. The client often leaves the agency after seven years due to growing dissatisfaction from being taken for granted in the established routine. When asked to compromise their integrity, agencies should refuse as maintaining principles is more important than pleasing clients at all costs.

1. Scratching the Seven Year Itch
Year one is the honeymoon.
Year two you begin to take each other
for granted.
Year three you settle into a routine.
Year four the routine becomes a rut.
Year five and six the disagreements begin.
Year seven you get the itch for someone new
and exciting.

2. An anatomy of a marriage?
Yes. But not between husband and wife.
But Client and Ad Agency.
Such relationships last an average of seven
years.
Then divorce.
The Client leaves. The Agency wonders why.
The answer is simple.
Year two.

3. The Answer is NO
When clients ask you to jump through hoops,
say yes.
When they ask you to work overtime, agree.
With a smile.
If they expect miracles, you better damn well
give them one.
And if they want you to shed a little blood,
sweat and tears on their behalf, then bleed
perspire and cry.

4. But what if you’re asked to compromise
your beliefs, principles and integrity?
Well, as Sam Goldwyn, the movie mogul,
once said:
“I can answer that in two words.”
“Im. Possible.”