In fact, at Ogilvy & Mather, a full-service advertising agency, 50% of the organization's revenue comes from clients who want both consulting and advertising services general (Bruell, 2013). Many organizations, such as Proctor & Gamble, want consulting services to determine how to work social media in the organization's advertising campaign (Bruell, 2013). Many companies also find that, although a strategic partnership is important, it becomes more difficult to maintain this type of relationship over time (Harris & Taylor, 2003). Indeed, over time, a high level of trust also develops and the agency becomes part of the family (Harris & Taylor, 2003). With this familiarity, however, it seems that the agency feels like it already knows what the client wants, and over time the partnership becomes increasingly limited (Harris & Taylor, 2003). One of the most important aspects of the partnership is that the information provided by the client is kept private by the agency (Harris & Taylor,