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

 

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.

This article describes how a number of multinational companies are organising their global advertising efforts. It covers the challenges and frustrations of setting up global advertising, criteria us ...

Discusses the problems that can arise in selecting a marketing agency to support your business, with a list of recommendations. 1) Start with a long list. 2) Criteria for selection (size, experience, ...

The pitch is over, you've done your best to capture that new piece of business. But when the call comes you've lost out. What happened ? It could be a number of things. But when the client reviews ...

This paper describes how an international research project using standard quota sampling methods was used as part of an epidemiological study investigating the relationships between cold weather and e ...

Reports on various surveys by the authors, including a major survey in 1997, into the use of marketing techniques by those who provide marketing services to businesses, in particular advertising, publ ...

When advertising on the World Wide Web should you go to your ad agency or a hot Web shop? Most ad agencies are based on a business model that cannot be easily sustained in cyberspace and do not have t ...

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 ...

This paper is one of a series relating to a continuing investigation of the emergent field of Integrated Marketing Communications (IMC). It attempts to extend knowledge on how the concept of IMC is di ...

Changes in worldwide political and economic strategies have contributed to the changing role of advertising as an institution in Russia. One result is the rapid growth of Russia's advertising industry ...

Finding new business can be planned. Prospects and their needs must be identified and known and researched. Then the new-business plan can be started. The agency has to love the product or service. It ...

The author reveals some findings from the first Russian TGI. The results provide a fascinating insight into the Russian consumer and the inroads being made into this huge market by leading western man ...

A guide to finding out what type of advertising agency you are, and then pitching business to suit this type. Thoughts from Lee Lynch, co-founder of Minneapolis-based Carmichael Lynch, and Ed Eskandar ...

This 1996 DMA ECHO entry was created by Time-Life Marketing Services for Time-Life Music. A television commercial, which ran in spot and cable markets, was produced in order to promote Time-Life Music ...

This article outlines agency public relations - how communicating about the art of communicating can make the difference between a good agency and a really good one. This can mean a lot when attractin ...

Focuses on how ad agencies create a culture and image entirely their own, which sets them apart from all others in the market place and gives clients a wide choice. This is explained as reversal of 19 ...

Three agencies describe their views on pitching for Veryfine's fruit juice account in 1988 - Cliff Freeman, Scali McCabe, Sloves, and Mullen try to analyse what factors contributed to the final decisi ...

Veryfine Products Inc invited 15 agencies to pitch for its fruit juice account after leaving Chiat/Day in mid-1988. The six semi-finalists had to be big enough to accommodate the $10m account. They ha ...

Comments following a visit to Moscow for the IPA Development Seminar. The author reflects on his impressions of the market in Russia, its profound differences from the West, and what will be needed to ...

Describes an analysis of account-switching between agencies, drawn from MEAL data for 1976-1980 and 1981-1985. Larger accounts and larger agencies, and fmcg accounts, show much more stability than the ...

This paper contrasts Soviet and Western advertising and marketing theory, and explains how Soviet theory has progressed in recent years. Soviet advertising practice has been adversely affected by the ...

Complaint about the movement of accounts out of national agencies and into the local offices of multinational agencies is understandable but naοve, since it ignores the way in which multinational adve ...