'Birds of a feather flock together': strategic implications for advertising agencies

Robert M. Morgan, Deborah F. Spake, Tommy Neal Crutchfield and Giles D'Souza

Advertisers who perceived high similarity between themselves and those within their advertising agency rated their agency as superior to those who felt they had less in common with agency contacts.

'Birds of a Feather Flock Together': Strategic Implications for Advertising Agencies

Tammy Neal Crutchfield Mercer UniversityDeobrah F. Spake, Giles D'Souza and Robert M. Morgan University of South Alabama

Client Turnover and relationship development have...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands