In the last years marketing communications market is facing a lot of changes that we name as democratization of marketing communications discipline. As we could not find the term in the literature we firstly analyzed existing sources and defined key variables of discipline democratization that we later applied to marketing communications discipline. These variables are power relations, freedom of choice, influence of technology, knowledge access, market fragmentation (and possible deprofesionalization) and manners of payment. We also researched business and marketing relationship as we wanted to see how democratization is affecting client agency relationships. In our research we interviewed clients' and big, full service agencies' representatives and discovered that there are indeed changes happening in the advertising industry. Democratization in power relations is still not strong (it is not evenly assorted, the biggest power is in clients' hands) but freedom of choice is rising due to favourable economic environment. Rise of new technologies has caused bigger knowledge and encouraged creation of communications that are based on precise targeting and measurability. Additionally new competition entered the market of classic advertising agencies. At manners of payment we still have standard models although payment by effect in on the rise. All of this presents big challenge for clients and agencies that need to connect even more, create real partnerships and focus on long-term brand building that is the biggest asset of the companies and also of advertising agencies, rather than on everyday operational projects.