Best Practice – Choosing an Agency
Roderick White
As marketing communications have become more complex, with the rise of communication planning and concepts of media and discipline-neutrality, so has the whole process of choosing and managing communications agencies (7).
Advertisers have to weigh up the pros and cons of appointing a single, 'integrated' agency versus managing a stable of separate specialists versus giving the business to a marketing services holding company that can co-ordinate a range of specialists (3, 5, 22, 29). The situation is complicated if the communications programme is intended to be international or global: here it may...