Linking the Use of Advertising Agency Review Consultants to Agency Search Outcomes

Koanghyub Kim and Fred K Beard

Advertising agency review consultants play an important, yet controversial, role in the advertising business.

Linking the Use of Advertising Agency Review Consultants to Agency Search Outcomes

Fred K. Beard andKoanghyub Kim

Many marketers turn to independent consultants to help manage the search for a new advertising agency, with some estimates indicating consultants are managing the majority of moderate to large account reviews (Petrecca, 1997; Wells, 1994a). Although the hiring of review consultants has been controversial since its emergence in the 1970s - with advertising agency and consultant adversaries frequently airing charges and criticisms in the pages of industry publications such as Advertising Age and Adweek - no empirical research has appeared examining...

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