Subject Index
 

This article discusses some of the findings of the ANA Interactive Agency Compensation Study. This research was based on a survey of more than 100 ANA members who collectively spend in excess of $100 ...

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 ...

Simon White, marketing and business development director for Momentum UK, puts the case for a radical rethink of how agencies are structured. He argues for 'upstream thinking' (which influences everyt ...

This article offers some survival tips for chief marketing officers, including the importance of doing your homework before stepping into the role, being fully accountable for all marketing investment ...

In this article, Hamish Pringle, Director General of the Institute of Practitioners in Advertising, introduces the concept of 'diagonal thinking'. At the individual level, this takes the form of a com ...

If clients and agencies are both to fully realise their aims, then a relationship is required that is based on the development of ground-breaking ideas and a focus on the future. Often, however, this ...

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 ...

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches. He ...

John McCambley, brand marketing manager at Nunwood, describes how his company transformed itself from a small, Leeds-based market research agency into a multi-million pound business that is the fastes ...

In this article, president of the ISBA John Clare outlines his vision of the future issues confronting the advertising industry, and argues that it is essential to the future of the industry that the ...

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 ...

Procurement departments are playing an increasingly important role in the selection of advertising agencies, as well as in influencing media planning and buying - meaning that agencies now have to dis ...

While the majority of media attention is directed at client/agency breakups, in most cases these relationships are regarded by both sides as working smoothly and fruitfully - a not inconsiderable achi ...

This paper reports on analysis commissioned by Diageo into how its marketers and agencies approach the creation of advertising. Client and agency manifestos proved to be markedly different, thus emph ...

Jasmine Jia Huang, BBH Asia-Pacific, and Jonathan Lace, the Advertising Research Consortium, examine the booming advertising market in the People's Republic of China. They consider the arguments for l ...

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

Four client and three agency heads discuss what makes a good client–agency relationship. Issue focused on are (from the client side) trust, partnership, ability to solve problems, transparency and ope ...

Argues that the best relationship between a client and an advertising agency is one of constructive conflict, based on a strong foundation of mutual respect and trust. Creative tension between them br ...

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 ...

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 ...

Brief description of a benchmarking survey among advertisers and agency personnel (from ANA and AAAA memberships) concerning client-agency relationships.

The chairman of DDB Worldwide has a conversation with VIC (a Very Important Client), discussing what makes for good client-agency relations.

Visa celebrates eighteen years of successful partnership with BBDO, and discusses the reasons for success, and how to build an effective partnership with your agency.

IBM celebrates the tenth anniversary of its partnership with Ogilvy & Mather for strategic advertising. Success has come from transcending the traditional client/service provider model and developing ...

Helen Calcraft argues that the frequent relationship conflicts between retail advertisers and their agencies are a result of different philosophies, language and cultural sensitivities. She identifies ...

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 ...

The relationship between advertising agencies and their clients has been the subject of some research, including studies conceptualizing it from an agency theory perspective. The increasingly importan ...

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 ...

Prime Minister Blair is compared to a certain type of agency account director who manages by the practice of 'good meetings'. Good meetings become necessary because irreconcilable issues have made the ...