Client-agency relationships: Auditing, evaluating ag...

 

This article argues a misaligned incentive system is a major reason why nearly half of campaigns are ineffective. The commissions system is based on volume, therefore attracting new business through w ...

This article argues that the predominant cost-based model of client agency relationships is wrong, because it misaligns the economic incentives on each side, and payments do not depend on value create ...

This article reproduces an excerpt from Inside Advertiser and Agency Relationships: A Hands-On Guide for Practitioners, an in-depth secondary analysis of a substantial ANA survey among advertisers int ...

Due to a number of relationship factors, clients can behave very differently towards their advertising agencies when exposed to similar levels of service quality. With service quality embedded in rela ...

Using findings from client-agency relationship satisfaction studies conducted by Results Business Consulting, David Miln examines what it is that leads to long-term success, and what leads to relation ...

Marketing fraud remains a serious problem, even though accountancy practices have been improved to eliminate bad practices and legal frameworks have been tightened (e.g. the Sarbanes Oxley Act). Some ...

Supermarkets are heavy users of sales promotion devices and need to be able to assess the effectiveness of these tools. Consumer response (brand switching, purchase acceleration, stockpiling, product ...

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 ...

This paper provides an overview of, and guide to, the process involved in selecting an advertising agency, from the decision to seek one through to the pitch and selection process itself. Like all pap ...

Much has been written about the working relationship of advertising agencies and their clients. This paper examines whether advertising agency and client managers use the same mental models to evaluat ...

Are advertising agencies getting the credit they deserve? Gordon Torr takes an oblique look at the creative process and makes the case for agencies owning their creative ideas.

An investment company discusses the performance and future prospects of the major marketing services holding companies: Omnicom, WPP, Interpublic, Publicis, Havas and Grey. The weak economy, changes i ...

The principles of `procurement’ have evolved from being a set of purchasing techniques to being an integral part of business management in which value is increased and waste avoided. Agencies are wary ...

Describes the new Sarbanes-Oxley (SOX) Act in the US, whose objective is to improve firms’ accountability so as to avoid Enron-type scandals. Article focuses on Section 404 (SOX 404), which addresses ...

Details the curious relationship between marketing and procurement; arguing procurement is here to stay; outlining good and bad usage, and procurement trends.

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 ...

Argues that, as the economy improves in the US (2004), it would be a good time to adopt sequential liability as an industry standard for paying the media. Sequential liability means that if a media bu ...

Reports results from the ANA Procurement Survey, which investigated how advertisers procure or buy agency services and how agency performance is monitored (what metrics are used). The survey was condu ...

Advertisers who perceived high similarity between themselves and those within their advertising agency rated their agency as superior to those who felt they had less in common with agency contacts. Ou ...

Joe Mandese, in his regular column, reports on the new doctrine of ROI (return on investment) media planning in the USA. He recounts that interactive media planners are moving from reach-based media ...

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 ...

Jeremy Bullmore uses Edward de Bono's concept of the 'intermediate impossible' as means to more inventive thinking when it comes to marketing problems. In particular, he suggests that asking an agency ...

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.

In the last few years, the use and relative effectiveness of internet advertising has been the focus of research attention in the advertising and marketing literatures. However, few studies to date ha ...

In this controversial article Shaun McIlrath paints a depressing picture of creative agencies and claims they are intellectually bankrupt with no vision of the future. He asserts there is little diff ...

The author argues that client-side marketing executives must implement media plans and media buys that are accountable. To do this they must develop media guidelines that evaluate the ad agency media ...