Advertising's traditional agency of record (AOR) model isn't quite dead yet but the divorce rate is high, with the average appointment lasting just three years.

However, as it marks the 10-year milestone with personal care giant Essity (owner of Libresse and Knix) U.K. agency AMV BBDO knows it doesn't have to be this way.

Sitting down with Adweek's Luz Corona and Rebecca Stewart on the podcast this week is Margaux Revolt, strategy partner and head of brand at the creative shop. She reveals how "radical empathy," breaking taboos and building trust have been key to building and maintaining the decade-long client relationship.

Adweek's agency reporter and Agency Spy editor, Kyle O'Brien also joined the discussion, giving his take on what clients want from long-term partners and why the agency model of choice is ever-changing.

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