Advertisers & agencies as partners

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 into relationships with agencies.

Advertisers & agencies as partners: Excerpt from Inside Advertiser and Agency Relationships: A Hands-On Guide for Practitioners

Melvin Prince and Mark Davies

Inside Advertiser and Agency Relationshipsis an in-depth secondary analysis of ANA survey data collected online. The work is based on survey responses from 108 advertisers who described their relationships with a total of 179 advertising agencies. The analysis goes inside these relationships between advertisers and agencies. This includes tensions that arise – and how both partners work to ameliorate them. Advertiser needs and satisfaction with their agencies are addressed. Advertisers' views and evaluations of...

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