Outcomes of advertiser-agency relationships: the form and role of cooperation

The form and the role of cooperation within advertising relationships is the focus of this research. The theory posits that trust, commitment and cooperation are the core of the relationship and that the agency’s performance and the advertiser’s willingness-to-pay-more for the agency’s services are the outcomes.

Outcomes of advertiser–agency relationships: The form and the role of cooperation

Dale F. Duhan

Texas Tech University and Buskerud University College

Kåre Sandvik

Buskerud University College

Introduction

The nature of the relationships between advertisers and their agencies is critical to the success of both parties (Michell 1986/87; Wackman et al. 1986; Michell et al.1992; Beard 1996; Grayson & Ambler 1999; Waller 2004). Indeed, this is true in many business contexts, so it is not surprising that a body of significant literature has developed regarding the factors that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands