Getting the Best Out of the Agency A Client's View
Ray Higgs Trenear-Harvey Direct Ltd.
This article examines how to get the best out of your advertising agency as a client. Unfortunately, there is no simple magic formula to achieve this and one cannot avoid the use of somewhat trite statements such as: 'the key to getting the best out of an agency stems from establishing a good working relationship between client and agency'.
There are a number of barriers that can prevent this 'good working relationship' from being established. Some of these barriers are caused by...