What we know about managing advertising agencies

This article provides marketers with information and guidance for managing relationships with advertising agencies.
  • A changing relationship, including the move towards "disintermediation".

  • Finding (and replacing) an agency, including managing the risk and reward of appointing agency partners.

  • Evaluating agency performance, including the importance of a clear and comprehensive brief.

  • Compensating agencies, including the main models of agency remuneration.

  • Managing agencies, including four goals for a relationship grounded in mutual respect and trust.

For the last decade, "disintermediation" is the word that has continued to strike fear into the heart of advertising agencies.

In many ways, the idea of brand owners dropping their agencies is a discussion the agencies,...

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