PT  - JOURNAL ARTICLE
AU  - Jun Heo
AU  - John C. Sutherland
TI  - Why Marketers Should Be More Transparent with the Ad Agencies They Hire
AID  - 10.2501/JAR-2015-021
DP  - 2015 Dec 01
TA  - Journal of Advertising Research
PG  - 380--389
VI  - 55
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/55/4/380.short
4100  - http://www.journalofadvertisingresearch.com/content/55/4/380.full
SO  - J Advert Res2015 Dec 01; 55
AB  - The agency–client relationship is like a marriage: Without nurturing, it falls apart. Agency–client relationships, in fact, have a much shorter life span than they used to, and the authors of the current article surveyed media planners across the United States to find out why. Beyond competitive fees, one reason offered by these agency staffers was prevalent: Marketers need to do a better job communicating with the agencies they hire—not only about their needs but also about their other marketing tools and resources. Such increased sharing, the planners noted, would make agencies more engaged with marketers' businesses and brands and give the agencies the tools they need to produce appropriate outcomes.