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Working with agencies

The client-agency relationship can be key to producing effective communications. Disagreements over remuneration and lack of communication remain major sources of friction between the two sides, and in the media space transparency has recently become a key client concern. With more media options than ever, big advertisers tend to work with a range of agencies, rather than a one-stop creative and media shop. Tasking them all on delivering separate, but holistic, brand communications can be a highly complex process.

Key Reading

Important papers from across the Warc database

This guide summarises key arguments around the topic of taking on, managing and measuring advertising agencies, offering marketers practical advice from experts, with links to other papers on the topic. It offers key reading from the beginning to the end of the process, from finding an agency to evaluating its performance.
Best Practice guidance and tips based on an analysis of over 8,000 client-agency relationships.
Best Practice paper on ways to remunerate agencies beyond traditional models of agency compensation.
Why companies are moving strategy, creative and digital to in-house agencies
Advice and insights for clients on to manage their advertising agencies more effectively.

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