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