Strong agency relationships are a key driver of marketing success. But what separates the strongest partnerships from those that fall short of their full potential?

From communication and decision-making to accountability and ways of working, understanding these factors can help organisations strengthen relationships and achieve better results.

Join The Marketing Society and The Aperto Partnership as we unveil the findings from the Smarter Partnerships Index (SPI) study in Southeast Asia. Developed to measure the health and effectiveness of agency relationships, SPI provides a unique view of the behaviours, conditions and ways of working that underpin successful partnerships.

Drawing on confidential feedback from leading brands and benchmarked against international data, this research offers the first collective view of client-agency relationships focused specifically on Southeast Asia. It reveals the characteristics of thriving partnerships, where opportunities for improvements exist and what may be different about managing agencies in this region.

The findings will be presented by Mark Heap, who will share his perspective on what separates the strongest agency relationships from those that struggle to realise their full potential.

This will be an honest, evidence-based examination of what both clients and agencies can do differently to build stronger partnerships, improve ways of working and achieve better outcomes together.