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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

CMOs face some complex choices when it comes to selecting and working with advertising agencies. This guide covers key models and structures, plus recommendations on effectively managing outsourced communications.
Successful agency performance requires successful client performance, based on clarity and transparency.
The best briefs articulate requirements in a compelling way and serve as reference points for judging outcomes.
A guide to avoiding costly mistakes in giving feedback on creative advertising ideas.
The steps brands should follow to develop a successful in-house function.
A guide to the different ways of paying agencies, beyond traditional models.

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