Agency / Client Relationshipsas Seen by Influential on Both Sides

Mary R. Hotz · John K. Ryans · William L. Shanklin

58 citations0/0 files storedJournal of Advertising

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Advertising and Communication Studies

Abstract

This article concerns a subject of interest and concern to both advertising agency executives and their clients; i.e., how the two of them feel about each other and themselves in terms of the agency/client relation-ship. These perceptions and feelings were gleaned from a survey of agency leaders and major users of agency services. Based on the findings, some suggestions and directions are offered for making the agency/client dyad more harmonious.

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1968Modern Factor Analysis 1980Signals of Vulnerability in Agency-Client Relations 1981The Organizational Ethics of Advertising: Corporate and Agency Views

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2004Developing an account‐management lifecycle for advertising agency‐client relationships 1995A Longitudinal Analysis of the Ad Agency-Client Relationship: Predictors of an Agency Switch 2008Agency–Client Relationship Factors Across Life-Cycle Stages 1996Advertiser Perceptions of Fair Compensation, Confidentiality, and Rapport 2000Fostering Client–Agency Relationships 2000Potential Challenges the Internet Brings to the Agency-Advertiser Relationship

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