Question

Topic: Advertising/PR

Need A How To Guide For Brand Mgmt & Ad Agency Mgt

Posted by sandra.daniel on 8/14/2008 at 8:49 AM ET 250 Points
I have stepped into a role where I am managing the brand & agency and my internal stakeholders are very unsatisfied with agency concepts (50/50) and complaining about how the agency does things. Help! Need some quick reference material & advice on what to expect from an agency to manage performance & expectations.

Any good resources out there to recommend?
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RESPONSES

  • Posted by ilan on 8/14/2008 at 9:37 AM Accepted
    I will be willing to help you, based on my years of experience in the big agency world...
    Unfortunately my materials are not for worldwide sharing.
    If you contact me off the forum, I may be able to help.
  • Posted by ilan on 8/14/2008 at 11:07 AM Accepted
    Phil is right.
    However, it may not be only the agency's fault.
    Many clients I know replace agencies like socks, and still don't get what they want, or what they need!
    Guess why-because they have never defined who they are, what they stand for, and what they don't stand for.
    So it may be that we have a case where both agency and client are not educated enough, but one will pay the price. We all know who.
    By the way, if your internal stakeholders are franchisees, don't allow democracy to rule.
  • Posted by AdsValueBob on 8/14/2008 at 11:26 AM Accepted
    In support of ilan's comments - here are a couple articles that have you look at both sides of the coin.

    5 Signs It's Time to Fire Your Client
    https://www.imediaconnection.com/content/11505.asp

    10 Signs It's Time to Fire Your Agency
    https://www.imediaconnection.com/content/10502.asp

    Bob
  • Posted by sandra.daniel on 8/14/2008 at 12:16 PM Author
    Thanks for the quick responses. It's clear that we have significant problems and that the root causes lie in both organizations.

    Unravelling the issues will take some time and it's clear I need some help; letting the agency go is not an option for me.

    Appreciate your responses.

    Sandra
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