Communication agencies: New business development

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How an Agency Evaluates a Client
Bob Isherwood and Kevin Roberts, The Advertiser, February 2005, pp.24-30

Twenty characteristics that a good agency (Saatchi) looks for in a client – otherwise they won’t take them on.

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10 things agencies need to know about clients
Martin Jones, Admap, May 2004, Issue 450, pp.21-23

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 ...

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Charles Schwab Invests Wisely
Agency magazine, Spring 2001

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 ...

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Making new business stick
Thom Forbes, Agency magazine, Spring 1998

The article discusses various agencies' approaches to winning new accounts. Acquiring new business is a good start but many agencies believe the best new client is an old one and consequently by helpi ...

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The analysis of systems of qualitative variables when some of the variables are unobservable Part I - a modified latent structure approach
Goodman, Leo A, Market Research Abstract from: American Journal of Sociology, Volume 79, Number 5, March 1974, (full text not available on WARC.com)

This article presents methods for analysing the relationships among a set of qualitative variables when some of these variables are specified manifest (ie observed) variables and others are latent (ie ...

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