The case for greater agency involvement in strategic partnerships

    Authors

    J. Harris;K. A. Taylor

    Comments

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    Abbreviated Journal Title

    J. Advert. Res.

    Keywords

    Business; Communication

    Abstract

    Many marketing scholars and practitioners would agree that the ideal relationship between a client and its advertising agency is that of a strategic partnership. Yet, one element of the strategic marketing planning process-the setting of the advertising budget-still remains relatively uninfluenced by agency input. In this article, we discuss why agencies traditionally have had little input into the budget-setting process. We draw upon qualitative interviews with top marketing managers to provide insight into the agency/client relationship and identify seven factors likely to influence the extent of agency participation in budget setting. Ways in which clients and agencies can work together to increase agency participation are also discussed.

    Journal Title

    Journal of Advertising Research

    Volume

    43

    Issue/Number

    4

    Publication Date

    1-1-2003

    Document Type

    Article

    Language

    English

    First Page

    346

    Last Page

    352

    WOS Identifier

    WOS:000187451100002

    ISSN

    0021-8499

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