Wake-Up Call For Agencies

Why agencies must now take seriously their clients' demand for advertising accountability. How to solve the problem: 1) use research to test concepts and finished commercials, 2) sell the benefits of the product properly, 3) better co-ordination from the top.

Wake-Up Call For Agencies

Buck to basics: partnering with clients to build brands and market share

Reginald B. Collier RSC The Quality Measurement Company

A few decades ago large advertising agencies stood tall in the saddle in America's marketing and advertising...

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