The importance of relationship management in business-to-business service provision contexts has been acknowledged for several years. This paper examines clients' expectations of their advertising agencies with regards to agency creativity, and also aspects of long-term business relationships. A qualitative study was undertaken with 15 clients of advertising agencies. The way clients define agency creative varies from creativity of the message to creativity of the media used to deliver the message. Clients who valued the relationship with their agencies alluded to partnerships, alliances and even described the relationship using a marriage analogy. Advertising agencies should effectively evaluate the four key findings that emerged from this study to foster long-term relationships with their clients.