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...