Blog
In today’s fast-moving world, enduring relationships may not grab headlines, but long-term partnerships between agencies and clients can quietly drive lasting commercial success. Take McDonald’s, which has worked with Leo Burnett in the UK since 1986 — a collaboration that has evolved over nearly four decades as tastes, strategies, and key people have come and gone.
At AL Marketing, we’re proud to have built enduring client relationships that stand the test of time. A prime example is our 15+ year partnership with Arena Mall and Mammut in Hungary. Over that time, we’ve adapted to shifting priorities, staff changes, and new ownership while staying focused on results.
Our short video highlights just how much styles and targeting have evolved at Arena Mall. We were originally brought in by the first owner to re-set the centre’s post-launch strategy in 2007. More recently, with new owners NEPI-Rockcastle, introduced an innovative approach that clusters shopping centres with similar profiles across their portfolio. Today, we support them across a range of aspirational, fashion-led malls in Romania, Poland, Bulgaria, Croatia, and Hungary.
We know that clients increasingly value a stable, knowledgeable, and trusted marketing partner. Consistency counts. But it’s not without its challenges. Even when results are strong, some clients feel the urge to “try something new.” We recently experienced this first-hand when a client left to seek “fresh thinking” elsewhere, only to return nine months later when the new agency fell short.
The grass isn’t always greener. That’s why successful agencies must combine consistency with innovation — surprising and exciting clients while delivering reliable performance; staying ahead in areas like AI and continually bringing in fresh creative and marketing talent ensures the right blend of stability and originality.