This study investigates the drivers of loyalty in the context of market and technological transformation. The focus is the client–marketing agency relationship. In an era of greater competitive intensity, greater pressure to demonstrate a return on investment, and a fragmented communications environment, it is to be expected that client needs, and relationship dynamics, will change. In order to win and maintain client loyalty, it is important that agencies understand client expectations. We propose a mixed method approach to investigate the client perspective. A qualitative first stage will reveal themes and inform scale development, and a quantitative second stage will be used to determine the relative importance of variables in influencing loyalty.