There is no doubt that retention of loyal and committed customers is desirable and profitable in commercial situations. However such relationships are complex and require careful nurturing. This paper develops a model that can be used to determine the key influencers of long term orientation and customer loyalty. In order to contextualise the study, the advertising agency-client relationship has been selected as the focus of the model. A comprehensive conceptual framework is developed which includes variables such as agency offerings incorporating creativity, project management processes and outcome, value, relational bonds, trust, satisfaction, and commitment. All of these are deemed to be important antecedents of loyalty, especially in the business to business context.