In the Middle East, relations are everything at work, and as it seems here, the relationship between the brand and the agency is not properly appreciated. It is strange in the creative sector in this region that their long-term relationship is rare. As always, creative works are ordered and cost-effective. The lowest cost is always the best. If you give a quote at the cost of instant creative work only, the employees of the customer accounts section have a bitter look at your name and your brand will remain in their minds indefinitely what the Middle East is ignorant of and fails to understand is the fundamental nature of the agency’s relationship with its client in favor of employment. The best results an agency can achieve are its long-term creative relationships with its customers. Leading brands claim the principle of creative harness to succeed in business as you appreciate the passion of the creators and their efforts. To remain at the forefront, the brand has to evolve steadily, as this development requires a deep understanding of its nuclear DNA and inner spirit. In the Middle East, however, continuity and sustainability are a new principle as things change simply and easily to the same mark. Unfortunately, evolution is transformed into an anarchic change and the confidence that the brand has long been working to build in the world of loss. To keep up with the urgent communities in their requirements and high in their expectations, it is important to note that the development of the brand must remain in line with its strategy, which is not easy, but requires a deep understanding and caution, and generally this will not happen as long as there is a change in the agency in each tender. What most brands do not realize is that by changing the agency every year, creative work tends to achieve self-fulfilling goals rather than the gradual evolution it needs to reach the top of the success of other brands. There is a fact denied by the creative agencies, and when they win the work of a company, the creative team to put his mark completely, in other words, changes the shape and direction. But it is well known that this is against the interest of well-founded brands with a unified aim and direction. I do not mean that many brands in the Middle East do not need radical change. It is, in all eccentricity that strong and prestigious brands change their tone and style badly and trusted.