Agency, client and researcher: the eternal triangle?

Considers the interrelationship between the `triangle' of advertiser, advertising agency and researcher, which can affect the evaluation of advertising campaigns.

Agency, client and researcher: the eternal triangle?

Paul Feldwick, BMP DDB, examines the interrelationships which can easily destroy an advertising campaign

Paul Feldwick

In the first chapter of The Advertising Budget, Simon Broadbent made an important disclaimer: ‘For the most part I write of a single marketer who makes rational and honest decisions. The complications of company politics and company marketing strategy are outside the scope of this book.’

This is a useful, possibly necessary, assumption to make, even when we recognise the importance of what we are ignoring; and we often make it when we are discussing...

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