This article embodies the results of exploratory research conducted to understand and document the current state of agency-client relationship and the key factors for customer retention in our business reality from the perspective of customers or advertisers. The customers who participated are users of marketing communication agencies, namely: advertising, media centers, events and public relations. It examined issues such as expectations, the factors for achieving customer satisfaction with the services offered, intentions and reasons for change and perceived as positive aspects of their current agencies. Findings and discussion topics are recorded to better understand this relationship and the feasibility of working customer retention programs in this changing and competitive market in a restricted economy.