but a break-out agency and a local industry leader. The Jansport business followed in 1987. In 1990, the agency was acquired by DDB Needham. More growth followed. When asked what makes these relationships last Ron Elgin said, “We took our lead from McDonalds Founder Ray Croc. Kroc built McDonalds believing that no matter how wellThe pressures that wear on relationships between advertisers and their advertising agencies are increasing. Today’s growing focus on immediate results, instant return on investment, cost-cutting, and purchasing department attitude about advertising creative has changed the character of the advertising industry over the last decade. Many industry insiders worry that agency/client relationships are becoming less strategic as a result. Ad agencies are increasingly seen as providing commodity services best handled by the lowest bidder.

For those who take advertising seriously, these trends threaten agencies’ ability to manage client brands long term. In order to do this, agencies must be seen as trusted stewards of companies’ external messages. Relationship longevity between advertiser and agency is important to building unbreakable bonds of trust.

Locally there are great examples of advertisers and agencies that have journeyed together for decades. The local poster-child is DDB Seattle and its decades’ long relationships with McDonalds, Holland America, and Jansport. Founded in 1981 as Elgin Syferd, the agency’s first important account win was with McDonalds the same year. This was followed in 1983 with the Holland America account. It was clear at this point that Elgin Syferd was not an ordinary start-up, but a break-out agency and a local industry leader. The Jansport business followed in 1987. In 1990, the agency was acquired by DDB Needham. More growth followed. When asked what makes these relationships last Ron Elgin said, “We took our lead from McDonalds Founder Ray Croc. Kroc built McDonalds believing that no matter how well

Many industry insiders worry that agency/client relationships are becoming less strategic as a result. Ad agencies are increasingly seen as providing commodity services best handled by the lowest bidder.

For those who take advertising seriously, these trends threaten agencies’ ability to manage client brands long term. In order to do this, agencies must be seen as trusted stewards of companies’ external messages. Relationship longevity between advertiser and agency is important to building unbreakable bonds of trust.

Locally there are great examples of advertisers and agencies that have journeyed together for decades. The local poster-child is DDB Seattle and its decades’ long relationships with McDonalds, Holland America, and Jansport. Founded in 1981 as Elgin Syferd, the agency’s first important account win was with McDonalds the same year. This was followed in 1983 with the Holland America account. It was clear at this point that Elgin Syferd was not an ordinary start-up, but a break-out agency and a local industry leader. The Jansport business followed in 1987. In 1990, the agency was acquired by DDB Needham. More growth followed. When asked what makes these relationships last Ron Elgin said, “We took our lead from McDonalds Founder Ray Croc. Kroc built McDonalds believing that no matter how well

er to do this, agencies must be seen as trusted stewards of companies’ external messages. Relationship longevity between advertiser and agency is important to building unbreakable bonds of trust.

Locally there are great examples of advertisers and agencies that have journeyed together for decades. The local poster-child is DDB Seattle and its decades’ long relationships with McDonalds, Holland America, and Jansport. Founded in 1981 as Elgin Syferd, the agency’s first important account win was with McDonalds the same year. This was followed in 1983 with the Holland America account. It was clear at this point that Elgin Syferd was not an ordinary start-up, but a break-out agency and a local industry leader. The Jansport business followed in 1987. In 1990, the agency was acquired by DDB Needham. More growth followed. When asked what makes these relationships last Ron Elgin said, “We took our lead from McDonalds Founder Ray Croc. Kroc built McDonalds believing that no matter how well

Seattle and its decades’ long relationships with McDonalds, Holland America, and Jansport. Founded in 1981 as Elgin Syferd, the agency’s first important account win was with McDonalds the same year. This was followed in 1983 with the Holland America account. It was clear at this point that Elgin Syferd was not an ordinary start-up, but a break-out agency and a local industry leader. The Jansport business followed in 1987. In 1990, the agency was acquired by DDB Needham. More growth followed. When asked what makes these relationships last Ron Elgin said, “We took our lead from McDonalds Founder Ray Croc. Kroc built McDonalds believing that no matter how well but a break-out agency and a local industry leader. The Jansport business followed in 1987. In 1990, the agency was acquired by DDB Needham. More growth followed. When asked what makes these relationships last Ron Elgin said, “We took our lead from McDonalds Founder Ray Croc. Kroc built McDonalds believing that no matter how well McDonalds served customers each day, they may not show up tomorrow. He focused his crews each night on making things sparkling fresh for the next day.”

Elgin added, “To keep clients for the long term, you need a great deal of paranoia and to keep in mind that no matter how well you have done, it is never quite enough.” Well said.

Let’s not underestimate just how difficult it is to keep accounts over decades. This time span covers recessions, new marketing administrations, terrorist attacks, successful ad campaigns, some less than successful campaigns, cost-cutting, major growth, and continuous attempts by bigger agencies to win the business. Holland America decided in the late 1980s to hire FCB West to handle broadcast advertising, relegating Elgin to an important, yet smaller role. This lasted one year. Then, all the business snapped back.

Sedgewick Road has been doing a superb job for Washington Mutual for over a decade. Copacino + Fujikado has been working with the Seattle Mariners since 1996, and Jim Copacino’s creative leadership on the account dates back to 1990. HP and the Washington Forest Protection Association have counted on FCB Seattle since the mid ‘90s.

Great advertisers reward their agencies’ hard work with fidelity, trust and stability for a number of reasons.

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