Choosing And Using Agencies
The marketing services sector is replete with agencies offering advertisers an immense range of creative and media services, either on a solus, specialised basis or, increasingly, across a variety of the different creative disciplines an advertiser might require. In this crowded marketplace, agencies have many problems in selling their services, and advertisers have an equal and opposite task in finding the right agency or agencies to meet their needs.
The issues
Finding the right agency is not the only problem facing the advertiser. Managing the relationship...