RT Journal Article
SR Electronic
T1 Why Marketers Should Be More Transparent with the Ad Agencies They Hire
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 380
OP 389
DO 10.2501/JAR-2015-021
VO 55
IS 4
A1 Jun Heo
A1 John C. Sutherland
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/4/380.abstract
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.