Media Fragmentation, Time Constraints, Procurement Top Long List of Reasons Why Long-Term Relationships Are a Rarity Today, Insiders Say

One of Shelly Lazarus’ most vivid experiences in more than three decades in the ad business was the afternoon a young creative director strolled into her office, irate over a confusingly written instructional pamphlet client IBM had enclosed with a desktop computer.

“People were so caught up in thinking about what IBM stood for, but here was a flimsy piece of paper and [the creative director] was so involved,” Ms. Lazarus, chairman of WPP’s Ogilvy, said. “He cared. You can’t buy that.”

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