Keeping the customer at the center of communications development and implementation.
A look at how today's climate has changed the way customers look at advertising.
An outline of factors which can make the client-agency relationship work.
A great agency relationship is much more about empathy than conflict.
The author outlines the problems facing marketers' evaluation of media planning and buying. Then he proposes a list of ideas to help every client receive maximum value from their agencies and buying services.
An examination of advertising to children.