Quality management in the UK advertising industry

Abstract

Examines the development and benefits of quality management techniques in the UK advertising industry from both agency and client points of view. The research was conducted through a questionnaire survey of UK advertising agencies and advertising clients, and covers a wide range of issues, mainly concentrating on ISO 9000 but including also quality improvement techniques. Claims the results show that, where ISO 9000 has been applied, substantial internal business benefits have been seen by agencies, but that clients have not perceived improvements in the quality of service received. Paradoxically, an increasing trend towards client preference for agency registration to ISO 9001 is reported. Concludes that the ISO 9001 quality system standard has not yet gained universal acceptance in the advertising industry and agencies would prefer a quality standard that is specific to their industry.

Citation

Askey, J.M. and Malcolm, A. (1997), "Quality management in the UK advertising industry", International Journal of Quality & Reliability Management, Vol. 14 No. 2, pp. 186-196. https://doi.org/10.1108/02656719710165446