Why Marketers Should Be More Transparent with the Ad Agencies They Hire: Media Planners Say Their Relationships with Clients Suffer from Gaps in Marketers’ Information

The agency–client relationship is like a marriage: Without nurturing, it falls apart. Agency–client relationships, in fact, have a much shorter life span than they used to, and the authors of the current article surveyed media planners across the United States to find out why.

Why Marketers Should Be More Transparent with the Ad Agencies They Hire: Media Planners Say Their Relationships with Clients Suffer from Gaps in Marketers’ Information

Jun Heo

Louisiana State University

John C. Sutherland

University of Florida

MANAGEMENT SLANT

  • By sharing their challenges and concerns in the marketplace, as well as company-related background information (e.g., corporate news, thought leadership articles, etc.), marketers can proactively engage agency staffers in their clients’ business.
  • Sharing planning-related information (e.g., clients’ market analyses) increases trust in the client. Sharing marketers’ challenges and concerns in the marketplace increases satisfaction with and commitment to the client.
  • Improved transparency should...

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