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1 – 10 of over 26000The specific objectives of this research were to gain an understanding of the causes of advertiser account switches in New Zealand and Singapore and compare these results with…
Abstract
The specific objectives of this research were to gain an understanding of the causes of advertiser account switches in New Zealand and Singapore and compare these results with Michell’s USA and UK studies. The main finding of this study is the reasons for broken agency‐client relationships are complex and very varied. However, Michell’s five general reasons for account switches: poor agency performance; changes in agency policies; changes in client policies; changes in agency management; and changes in client management, appear to explain most failed agency‐client relationships (although few respondents had all of the above problems at once). This report has been useful in highlighting the differences in New Zealand and Singapore agency‐client relationships.
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Joseph P. Broschak and Keri M. Niehans
We explore factors that influence the circulation of client–service firm relationships between firms in the same market for professional services. Circulation refers to the…
Abstract
We explore factors that influence the circulation of client–service firm relationships between firms in the same market for professional services. Circulation refers to the dissolution of a client–service firm market tie and the formation of a new tie involving the same client but a new professional service firm. Building on research in social embeddedness and the structure of markets, we argue that the circulation of client–service firm relationships is affected by three social signals: the mobility of exchange managers between professional service firms, the size and market strategy of professional service firms, and the similarity of new service firms to clients’ previous exchange partners. Using data on advertising agency–client market ties, we find that client ties are more likely to circulate to large agencies, agencies with many market ties, and to agencies that are similar to a client's previous advertising agency. The circulation of client ties is also more likely when new agencies hire exchange managers from a client's previous agency. This effect is stronger when exchange managers circulate to agencies of equal or higher status as their previous employer. We discuss the implications of our findings for social embeddedness research and for the study of professional service firms.
This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships…
Abstract
This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle for agency‐client relationships. Three main stages were identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination. Discussing the literature will also provide a greater understanding of agency‐client relationships and identify possible areas for further research.
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The purpose of this study is to investigate the contextual factors that influence the impact of account manager turnover on the client–agency relationship, an under-researched…
Abstract
Purpose
The purpose of this study is to investigate the contextual factors that influence the impact of account manager turnover on the client–agency relationship, an under-researched area of relationship management literature.
Design/methodology/approach
A case study approach and one-to-one interviews are used to conduct the exploratory study, analysing client–agency relationships within the UK design industry. A conceptual framework covering individual and organisational characteristics is used to examine the contextual factors impacting account manager turnover.
Findings
The findings identify both organisational and individual contextual factors that influence the outcome of turnover. Categorized into three core contexts (client-specific knowledge, multiple relationship ties and turnover process management), factors such as agency structure and culture, agency knowledge management policies and client experience were all found to impact on account manager turnover.
Research limitations/implications
This small, qualitative, exploratory study suggests the need for further research to investigate the transferability of the findings to a broader range of organisational types and industries and to highlight additional contextual factors that influence the impact of turnover.
Practical implications
Account manager turnover does not necessarily mean the end of the client–service firm relationship. Agencies can create contexts that mitigate the potential negative effects. Small firms appear to have advantages inherent in their size, but larger firms can take steps to emulate some of the conditions found in micro firms.
Originality/value
This paper adds to the limited number of studies into account manager turnover, making a theoretical and practical contribution, enabling marketing managers to take steps to ensure staff turnover does not result in client switching.
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Brendan James Keegan, Jennifer Rowley and Jane Tonge
This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client…
Abstract
Purpose
This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial. As agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice.
Design/methodology/approach
A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed papers on the agency–client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes.
Findings
The paper provides an analysis of the extant knowledge base, including key themes, journals and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies and research topics and themes.
Originality/value
This is the first systematic review of the literature on agency–client relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency–client relationships in the digital age, and increasing need to understand “marketing-as-practice”, the coherent overview offered by this paper is of particular value for guiding future research.
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Maintains that the purpose of this study – which was a general survey of the relationships between UK advertisers and their advertising agents – was to identify the nature of the…
Abstract
Maintains that the purpose of this study – which was a general survey of the relationships between UK advertisers and their advertising agents – was to identify the nature of the interests of organisations and of individuals charged with the maintenance of contact between them in the production of advertising material. Chronicles the study that took the form of a survey of attitudes and opinions of members of client and agency organisations. Concludes that the main interpretation to be drawn from the research data with respect to formalisation is that there exists a valid case for more specificity in client‐agency associations.
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Elizabeth Levin, Paramaporn Thaichon and Thu Nguyen Quach
– The study aims to consider the overall impact of the service encounters and projects undertaken on the long-term relationship between the agency and its clients.
Abstract
Purpose
The study aims to consider the overall impact of the service encounters and projects undertaken on the long-term relationship between the agency and its clients.
Design/methodology/approach
The study uses a parallel mixed-method design incorporating quantitative and qualitative elements in the client–advertising agency context. Data obtain via an online survey in Study 1 were analysed using structural equation modelling and bias-corrected bootstrapping technique. Study 2 featured 15 in-depth interviews with marketing managers and project leaders.
Findings
The findings revealed that advertising agencies deliver value and create trust through creativity aspects as well as project management processes. In addition, both perceived value and trust have crucial roles in fostering client–agency relationships and the continuance of business relationships. Value has a stronger direct effect on loyalty when compared with trust, confirmed by the results of Study 2. Several respondents pointed out the influence of client characteristics on both evaluation of creativity as well as loyalty.
Practical implications
The results highlight the importance of project management and planning which should be seen as an investment by both parties. Moreover, agencies need to involve clients in the creative process and focus on marketing themselves and the value they add to enhance client loyalty.
Originality/value
This study was the first to develop a model for the drivers of loyalty, drawing from literature in three key areas: service quality, relationship marketing and project management. An additional contribution of the study stems from the incorporation of an integrated parallel mixed-methods approach.
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Elizabeth Levin, Thu Nguyen Quach and Park Thaichon
This paper aims to determine the dimensions of service quality of advertising agencies and their effects on relationship quality between an advertising agency and their clients…
Abstract
Purpose
This paper aims to determine the dimensions of service quality of advertising agencies and their effects on relationship quality between an advertising agency and their clients through the social and economic exchange.
Design/methodology/approach
The intention was to target firms which use the services of an advertising or marketing solutions agency; hence, participants were recruited from a business database service providing details for key decision makers in Australia and New Zealand. An online survey was used in this study.
Findings
Creative competence, project management processes and project outcome influenced relationship quality through value and interpersonal relationships. However, only creativity had a significant direct relationship with relationship quality.
Practical implications
Although creativity plays a major role in relationship development, agencies must have efficient and effective project management processes in place to ensure successful project completion within timeline and budget to be able to maintain ongoing relationships with their clients.
Originality/value
The research draws upon literature from three key disciplines, service quality, relationship marketing and project management, to address the gaps in the current literature related to customer relationship management in the B2B client–agency context.
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Abdelfattah Triki, Nejla Redjeb and Istabrak Kamoun
This paper aims to focus on the advertising agency‐firm relationship and aims at understanding and analysing its dynamics. In particular, it digs deep into the reasons behind…
Abstract
Purpose
This paper aims to focus on the advertising agency‐firm relationship and aims at understanding and analysing its dynamics. In particular, it digs deep into the reasons behind success and failure of the relationship and attempts to unveil their determinants. This investigation is deemed important because a breaking of the advertising agency‐firm relationship is costly for both parties.
Design/methodology/approach
An exploratory study is conducted among partners of the relationship in a Tunisian small to medium‐sized business context. In‐depth interviews were conducted among key executives from the ad agency industry and from clients. Content analysis made it possible to extract factors related to ad agency performance, others related to client management, and still others related to interactive processes involved in the relationship.
Findings
Results led to the development of a theoretical framework summarising the three components of the relationship. These are performance of the ad agency, internal policy of the firm, and interpersonal factors. This framework is deemed relevant for both ad agencies and firms in understanding the dynamics of the relationship and in managing eventual conflicts.
Originality/value
The originality of the research lies in the fact that it focuses on the interactive aspects of the relationship and takes into account not only the role of the advertising agency but also that of the client in developing and maintaining such a relationship. This approach allows one to unveil areas of convergence and areas of divergence between both parties' roles perceptions.
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Erdener Kaynak, Orsay Kucukemiroglu and Ali Kara
In recent years, we have witnessed a tremendous movement of the manufacturing firms around the globe. In response to this trend large advertising agencies from the triad countries…
Abstract
In recent years, we have witnessed a tremendous movement of the manufacturing firms around the globe. In response to this trend large advertising agencies from the triad countries are following on the footsteps of their manufacturing clients. In view of these globalization efforts, the advertising industry is experiencing growth in many countries of the world, as evidenced by the increased number of advertising agencies and total billings. In particular, certain issues have come forward for investigation. For instance, how to manage and produce the advertising strategies? Should the domestic agency or in‐house advertising department do it? What are the duties and responsibilities of advertising agencies? The present study examines current structural characteristics of advertising agencies in an advanced developing country , Turkey, and critically compares the role, function, and structure of the advertising agency and client relationships in that country.