Optimizing Advertiser/Agency Relations

Author Joanne Davis takes the role of advisor and "marriage counselor", providing mini-cases of successful solutions to prevent "divorce" with such ideas as the "review of one." The book includes The Association of National Advertisers first comprehensive benchmarking study on client/agency relations based on a quantitative survey with both advertisers and agencies.

Topics include:

• What clients want from agencies
• What clients want agencies to do for client growth
• Client confidence in agencies' delivery
• What makes agency people beg to work on client accounts
• How agencies define a great client

The booklet is also peppered with quotes (both on and off the record) from numerous client executives.

Contents Include
Ability of Agencies to help your company grow * The realities and implications of changing agencies * What advertisers want from their agencies * Advertisers and agencies want better communications * Money and advertiser/agency relations * Good practices checklist and relationship optimizing questions * Detailed research findings from the advertiser and agency surveys.