Marketing Client Role Ambiguity as a Source of Dissatisfaction in Client-Ad Agency Relationships

Fred Beard

The complex nature of the client's role in the client-ad agency relationship warrants investigation because research suggests agencies may have difficulties satisfying their clients if role performance is unpredictable or inadequate.

Marketing Client Role Ambiguity as a Source of Dissatisfaction in Client-Ad Agency Relationships

Fred Beard

Numerous observers report continuing problems and breakups in many client-ad agency relationships (Michell, 1988). Murphy and Maynard (1994) note that 'A glance at the business pages of any newspaper reveals numerous stories about misunderstandings between advertising agencies and their clients, reflected in lost accounts, redirected campaigns, and up or down sales figures.' The results of an annual survey of client-agency relationships, conducted by industry consultant Nancy Salz (cited in Elliott, 1994), suggest there are increasing amounts of tension and stress in these relationships. Similarly, Viney...

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