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...