Optimizing Advertiser/Agency Relations

Description:

This book is full of best practices for optimizing a client/agency relationship and a broad range of improvement actions from both advertisers and agencies. 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, and how agencies define a great client.