How to manage your agencies

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Managing your agencies

Merry BaskinBaskin Shark

Why hire an (outside) agency? | Agency relationship models | Choosing your agency model | Getting the most out of your agency | Recommendations | Summary | Further reading

Why hire an (outside) agency?

If the marketer's job is to build the business profitably through an understanding of the customers' wants and needs then the job of any 'outsourced' communications agency is to create outstanding ideas that complement that. Generally, this means selling a branded product or service to customers, winning...

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