When bad is good: the creative conundrum of agency-client relationships

Sheila L. Sasser, Scott Koslow

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

1 Citation (Scopus)


Some advertising agencies and their marketing clients have traditionally invested in long term relationships that were greatly valued. Recent economic imperatives have prompted many clients to break such long term bonds and re-define relationships. For example, in the auto industry, some client-agency relationships forged over one hundred years ago have recently been terminated during the search for new agency partners and creativity. Consumer packaged goods marketers like Proctor and Gamble and Unilever also tend to remain with their full service agency of record partners, even when switching account teams and resources globally.
Original languageEnglish
Title of host publicationAdvances in advertising research
Subtitle of host publicationcurrent insights and future trends
EditorsMartin Eisend, Tobias Langner, Shintaro Okazaki
Place of PublicationWiesbaden, Germany
PublisherSpringer, Springer Nature
Number of pages13
ISBN (Print)9783834942913
Publication statusPublished - 2012
EventInternational conference on research in advertising (10th : 2011) - Berlin, Germany
Duration: 24 Jun 201125 Jun 2011


ConferenceInternational conference on research in advertising (10th : 2011)
CityBerlin, Germany


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