Client-agency relationships: Development, best pract...

 

The rise of digital technology has put paid to the traditional agency model. The future will need to be more diverse, with individual agency models better adapted to the individual needs of different ...

In this article, Geoffrey Precourt, Warc’s US Editor, reports from an Association of National Advertisers’ Agency/Client Forum at New York Advertising Week 2009. He focuses on a presentation by Coca-C ...

To achieve fully integrated marketing with digital at the core, clients will need to be more proactive in managing their roster of agencies, be better and more knowledgeable in briefing them in a digi ...

This paper argues that the traditional adversarial model of agency-client relationships, in which the agency is the committed 'seller' of an approach to a suspicious buyer, is often not appropriate fo

This paper argues that many businesses fail to distinguish between price and transaction costs, and fatally ignore the latter while trying to reduce the former. Low-cost competitors may succeed not be

With the explosion of marketing channels and activities and the growth of alternative marketing communications disciplines, Paul O'Donnell and Fraser Watson ask if it's time for a new client/agency mo

This article - by Libby Child of APRAIS - discusses how advertisers can reap the maximum benefit from their relationships with advertising agencies during an economic downturn. Rather than looking to ...

The 2008 ANA Integrated Marketing Survey suggests that marketers, while not displeased with their agency partners, see room for improvement. When they were asked to name an agency's most vital skill f ...

Internet advertising is on track to become the world's third-biggest advertising medium behind television and newspapers by 2010. But managing digital agencies can mean new headaches for advertisers. ...

This article discusses some of the findings of the ANA Interactive Agency Compensation Study. This research was based on a survey of more than 100 ANA members who collectively spend in excess of $100 ...

This article argues a misaligned incentive system is a major reason why nearly half of campaigns are ineffective. The commissions system is based on volume, therefore attracting new business through w ...

This article argues that the predominant cost-based model of client agency relationships is wrong, because it misaligns the economic incentives on each side, and payments do not depend on value create ...

Simon White, marketing and business development director for Momentum UK, puts the case for a radical rethink of how agencies are structured. He argues for 'upstream thinking' (which influences everyt ...

This article offers some survival tips for chief marketing officers, including the importance of doing your homework before stepping into the role, being fully accountable for all marketing investment ...

In this article, Hamish Pringle, Director General of the Institute of Practitioners in Advertising, introduces the concept of 'diagonal thinking'. At the individual level, this takes the form of a com ...

If clients and agencies are both to fully realise their aims, then a relationship is required that is based on the development of ground-breaking ideas and a focus on the future. Often, however, this ...

This article reproduces an excerpt from Inside Advertiser and Agency Relationships: A Hands-On Guide for Practitioners, an in-depth secondary analysis of a substantial ANA survey among advertisers int ...

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches. He ...

John McCambley, brand marketing manager at Nunwood, describes how his company transformed itself from a small, Leeds-based market research agency into a multi-million pound business that is the fastes ...

In this article, president of the ISBA John Clare outlines his vision of the future issues confronting the advertising industry, and argues that it is essential to the future of the industry that the ...

Using findings from client-agency relationship satisfaction studies conducted by Results Business Consulting, David Miln examines what it is that leads to long-term success, and what leads to relation ...

Procurement departments are playing an increasingly important role in the selection of advertising agencies, as well as in influencing media planning and buying - meaning that agencies now have to dis ...

While the majority of media attention is directed at client/agency breakups, in most cases these relationships are regarded by both sides as working smoothly and fruitfully - a not inconsiderable achi ...

This paper reports on analysis commissioned by Diageo into how its marketers and agencies approach the creation of advertising. Client and agency manifestos proved to be markedly different, thus emph ...

Jasmine Jia Huang, BBH Asia-Pacific, and Jonathan Lace, the Advertising Research Consortium, examine the booming advertising market in the People's Republic of China. They consider the arguments for l ...

Twenty characteristics that a good agency (Saatchi) looks for in a client – otherwise they won’t take them on.

Four client and three agency heads discuss what makes a good client–agency relationship. Issue focused on are (from the client side) trust, partnership, ability to solve problems, transparency and ope ...

Argues that the best relationship between a client and an advertising agency is one of constructive conflict, based on a strong foundation of mutual respect and trust. Creative tension between them br ...

Much has been written about the working relationship of advertising agencies and their clients. This paper examines whether advertising agency and client managers use the same mental models to evaluat ...

Steve McCarron, senior account planner at BDH\TBWA, believes that a fundamental shift is taking place in the way brands are perceived. Once it was the communications activity of the marketing departm ...