Exploring the Use of Advertising Agency Review Consultants

The author investigates the often controversial role of advertising agency review consultants by focusing on (1) relationships between their use and client-ad agency relationship success, (2) reasons for consultant use, and (3) the extent to which consultants directly influence final review decisions.

Exploring the Use of Advertising Agency Review Consultants

Fred K. Beard1,University of Oklahoma

Advertisers and their advertising agency counterparts often agree that both sides may benefit from the use of agency review consultants. Managing the search...

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