PT  - JOURNAL ARTICLE
AU  - Judy Harris
AU  - Kimberly A. Taylor
TI  - The Case for Greater Agency Involvement in Strategic Partnerships
AID  - 10.2501/JAR-43-4-346-352
DP  - 2003 Dec 01
TA  - Journal of Advertising Research
PG  - 346--352
VI  - 43
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/43/4/346.short
4100  - http://www.journalofadvertisingresearch.com/content/43/4/346.full
SO  - J Advert Res2003 Dec 01; 43
AB  - Many marketing scholars and practitioners would agree that the ideal relationship between a client and its advertising agency is that of a strategic partnership. Yet, one element of the strategic marketing planning process—the setting of the advertising budget—still remains relatively uninfluenced by agency input. In this article, we discuss why agencies traditionally have had little input into the budget-setting process. We draw upon qualitative interviews with top marketing managers to provide insight into the agency/client relationship and identify seven factors likely to influence the extent of agency participation in budget setting. Ways in which clients and agencies can work together to increase agency participation are also discussed.