Summary of Working with Agencies
An Insider's Guide
Working with an ad agency is challenging, but if you manage the relationship, it can be the best investment you ever make
When a client selects an advertising agency, that choice marks the beginning of a very special, potentially profitable affiliation. When the relationship works well, it creates an energetic creative and business mix. But when agencies and clients fail to connect, conflict brews and often becomes public and expensive. Thankfully, advertising consultant Michael Sims makes the job of hiring and managing an agency much easier with this detailed, U.K.-oriented guidebook. He sketches the primary pitfalls and explains how agencies work. Sims explains how to manage the business and creative aspects of the relationship, and he includes checklists and forms so you can follow his recommendations. Yet, while helpful, Sims delves into unnecessary detail and his long lists seem somewhat simplistic. Still, getAbstract finds this treatise eminently practical for anyone who needs a primer on ad agencies and wants to maximize this crucial business relationship.
In this summary, you will learn
- How to develop a productive relationship with your advertising agency;
- How ad agencies work; and
- How to prepare briefs for your agency.
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