Factors in Winning Accounts: The Views of Agency Account Directors in New Zealand
Kim Shyan Fam University of Otago Dunedin, New Zealand andDavid S. WallerUniversity of Newcastle Ourimbah, Australia
An advertiser that looks for a new advertising agency will often have particular attributes which are valued by clients when making an agency selection. For an advertising agency taking on a new client, however, it must rely on perceptions of what they feel clients regard as important. This paper examines whatattributes are valued by 102 advertising agency account directors in New Zealand as important in winning new...