Exploring the dimensions of proactivity within advertising agency-client relationships

Agency proactivity within client relationships is believed to be critical to improving client satisfaction. Little is known about what proactivity involves, how proactivity effects renewal decisions, and the tactics associated with proactivity. Based on 10 dyadic Australian cases, the authors identify four characteristics of proactivity: initiative taken by the agency, horizon expansion, strategic reflection, and signaling. Proactivity was also found to be a driver of client satisfaction, which thereby motivated clients to renew services, whereas a reactive stance merely reduced dissatisfaction. To enhance their proactive abilities, agencies combined credibility-building methods, multiple communication channels, relationship commitments, and resource support.