Client-agency relationships: Level and role of agenc...

 

The post-digital age has major implications for the restructuring of communications businesses. Disaggregation of business - for example, offshoring parts of the service to different countries - could ...

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

We face one of the most challenging business environments for years. Recessions caused by liquidity problems are particularly severe. This book is based on Ogilvy's experience of winners in recession

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

In this provocative speech to the 2007 ANA Agency Client Forum, O. Burtch Drake, the then 4A’s President, examines client-agency partnerships, and argues that some agencies and industry media could do ...

This case study of the Midas International Corporation looks at the company's approach to marketing, including the use of an 'unbundled' team structure. As well as the importance of establishing a cle ...

Despite the many pronouncements about the almost insurmountable challenges facing the advertising industry, this article argues that it can have a dynamic future. The difficulties currently facing tel ...

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 ...

Describes how Lego launched Bionicle, a new range of toy products for boys. The project involved close partnership with the Danish advertising agency, Advance, developing a movie storytelling context, ...

Scot McKee, founder and managing director of Birddog, provides an agency view of how and why clients should look for a new agency. He argues that many of the reasons for agency review are flawed, and ...

The chairman of DDB Worldwide has a conversation with VIC (a Very Important Client), discussing what makes for good client-agency relations.

Visa celebrates eighteen years of successful partnership with BBDO, and discusses the reasons for success, and how to build an effective partnership with your agency.

IBM celebrates the tenth anniversary of its partnership with Ogilvy & Mather for strategic advertising. Success has come from transcending the traditional client/service provider model and developing ...

The relationship between advertising agencies and their clients has been the subject of some research, including studies conceptualizing it from an agency theory perspective. The increasingly importan ...

Many marketing scholars and practitioners would agree that the ideal relationship between a client and its advertising agency is that of a strategic partnership. Yet, one element of the strategic mark ...

Bruce Hall tackles the problem of how agencies can retake their role as strategic partners with their clients, rather than being mere ad shops. He traces the decline in the agency's strategic authori ...

This 2003 4A's speech from Bob Schmetterer (president/coo of Havas, chairman/ceo of Euro RSCG Worldwide) argues for the ad industry to "redefine" and "reimagine" itself in the wake of the digital revo

In this article, Jocelyn Bull ponders the role of the marketing agency in the creation of kids marketing campaigns and considers the responsibility that they have, together with promoters and parents, ...

The author makes the case for the 'communications advocate' to provide brilliant creative solutions within carefully controlled costs. He sees this rare animal as vital to successful communications, ...

Argues that company management systems too often are rigid, bureaucratic, and leave decisions about advertising to the most junior levels. Superior advertising cannot emerge without the close involvem ...

This paper discusses the ways in which advertisers in Japan split their accounts among two or more different agencies by product, media, or product and media, and examines the organisational results o ...

Compares Japanese advertising professionals' views of brands with western ideas. Based on research commissioned in Japan by Ogilvy & Mather. Findings: there seems to be a rift between clients and agen ...

Frito-Lay's success is based on developing unique ideas. A fully dedicated planning unit was set up to help integrate media into the overall process of brand development. Frito-Lay Media and Team Frit ...

Two CEOs respond to Tim Ambler and D. Vakratsas (Market Leader 1, May 1998), who argued that agency performance should be judged against brand equity rather than sales targets, and that agencies shoul ...

Based on research published by Mercier Gray in Marketing, argues that demand for agency `one-stop-shops' is now in decline. Ad agencies should be allowed to concentrate on what they do best, provide c ...

Argues that marketing companies must get to grips with the theory and measurement of brand equity. Summarises the findings of a literature review conducted by the authors, leading to five conclusions: ...

The author describes a new way to overcome the tedious first stages of selecting an advertising agency (in the USA) via the extensive database at www.agencyfinder.com

To build a lasting partnership the agency must know the product as well as the client and must be prepared to disagree with the client if they feel their point of view has more validity. The client, f ...

Considers the interrelationship between the `triangle' of advertiser, advertising agency and researcher, which can affect the evaluation of advertising campaigns. Each of the three has a different age ...

Chrysler looks back at its launch campaigns for Dodge Intrepid, Chrysler Concorde, and Eagle Vision in 1992. BBDO was involved from the planning stage ('rage to learn'). The agency provided new points ...