Client-agency relationships: Pitching and agency sel...

 

This paper covers two main themes: why clients should look for agencies with effectiveness credentials, and what it takes for an agency embrace an 'effectiveness culture'. Clients want an agency that ...

This article provides a brief report on a survey by the ANA of the longevity of advertising agency accounts. It indicates what type of advertiser client are most likely to establish long-term relation ...

In this chapter of 'Best Practice' Roderick White looks at the issue of selecting a communications agency. He considers why you might need a new agency, factors in the preparation, search and screeni ...

The HSBC, Samsung and Intel pitches – advertisers seeking to appoint holding companies rather than agencies – have generated a lot of interest in the marketing community. What does this really mean? I ...

Dr. Angus's upbeat philosophy of indulgence is refreshing to burger lovers long barraged by diet hype. It's these folks Burger King needed to win back to end a dramatic loss in consumer share. A slide ...

Steve McCarron, senior account planner at BDH\TBWA, believes that a fundamental shift is taking place in the way brands are perceived. Once it was the communications activity of the marketing departm ...

Tim Williams, Ignition Consulting Group, believes that advertising agencies need to think harder about how they position themselves – and how they distinguish themselves from their competitors. He out ...

David Wethey, founder and chairman of Agency Assessments International (specialists in pitch management and agency relationships) casts an insightful eye over the new business pitch process. He descri ...

Sir Martin Sorrell, founder and chief executive of WPP, puts the case for multi-national clients using a global agency group as a ‘portal’ for an integrated marketing strategy. He argues that the ful ...

High-speed networking evenings, as a way of introducing potential business clients to each other, have come to the UK from the US and are expanding. Attendees are charged £15-£20 for an evening. A net ...

Paul Sherman, founder of Broaden, a purchasing strategy consultancy, believes the role of the procurement officer in negotiating agency remuneration is here to stay. He outlines the reasons why and d ...

In this edited version of a presentation given by Graham Beckett at the Results International Conference in Seville, October 2003, he argues that since the demise of commission remuneration for agenci ...

Scot McKee, founder and managing director of Birddog, provides an agency view of how and why clients should look for a new agency. He argues that many of the reasons for agency review are flawed, and ...

Martin Jones is the owner of AAR, a consultancy that helps advertisers choose and work with all kinds of communication agencies. In this article he provides ten observations for agencies to gain a be ...

In this introductory article to Admap’s ‘focus on choosing agencies’, the author outlines the issues that should be addressed when selecting an agency, and the reasons for relationship breakdowns. He ...

Describes the AAAA Media Conference and Trade Show as it enters its eleventh year.

Bruce Hall tackles the problem of how agencies can retake their role as strategic partners with their clients, rather than being mere ad shops. He traces the decline in the agency's strategic authori ...

Faced with a need to choose between many high-quality alternatives (e.g. in an architectural competition, or selecting an agency), selectors inevitably find themselves searching for anything, however ...

John Griffiths asks why agencies never take revenue directly from the consumer. He reminds readers that TV production companies, film organisations and broadcast networks all generate funds directly f ...

It is clear from the literature that clients the world over expect much the same services of their advertising agency, regardless of industry type or company size - thus it is very difficult for agenc ...

The author notes a decline in agency reviews, and discusses the question of why clients change agencies, what they are looking for, and when to use a search consultant.

Most agency pitches for business fail. This is inevitable, since advertising is one of the most oversupplied markets in the world. Things guaranteed to lose the pitch (all discussed, with correctives) ...

This case study discusses the appointment of a new agency to help keep the Tango brand ahead of its rivals, especially the arch rival Fanta. The article covers the producing of a short list of four ...

Describes a new set of databases against which advertising and PR agencies can test how well they do in new business development. The benchmark has been developed at the National Centre for Competitiv ...

The author looks at agency selection in the light of 21st century technology. He discusses current practices, and suggests future improvements - through the use of the Internet (and agencyfinder.com) ...

Clients these days are increasingly under pressure and troubled by excess of choice. The article discusses eleven things that clients would like to find in their agencies. The eleven key client desire ...

When Schwab came to us, they wanted to say they were a much better alternative to full-service brokers. We won the account with a competitive campaign that showed people thinking about how brokers ha ...

Advertising agency review consultants play an important, yet controversial, role in the advertising business. Although review consultants help manage an admittedly time-consuming and complex task, cri ...

Looks at how clients go about selecting an advertising agency, and how this may vary over different cultures. Much recent work on this subject has been drawn from New Zealand. This study compares prac ...

Jim Ferguson would rather fight than spec. 'I see it as a waste of time'. It's really about personalities.