Getting the Best From Your Agency

This 2009 article, from 4A's head Nancy Hill, argues for a greater "two-way exchange" between agencies and marketers on the client side.

Getting the Best From Your Agency

Nancy Hill

The secret is simple: Open, two-way dialogue, aligned business interests, and accountability

Last September, I had the opportunity to speak at the Agency/Client Forum hosted by the Association of National Advertisers (ANA), where I shared some of my thoughts about how marketers can more effectively work with their agencies, and get the best from them.

It was an honor for me, as the new head of the 4A's, to address an audience full of marketers. And while I was excited to share my thoughts and experiences based on my 25-year agency career,...

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