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

Sheila L. Sasser; Scott Koslow

doi:10.1007/978-3-8349-4291-3_28

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

Sheila L. Sasser, Scott Koslow

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

1 Citation (Scopus)

Abstract

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 language	English
Title of host publication	Advances in advertising research
Subtitle of host publication	current insights and future trends
Editors	Martin Eisend, Tobias Langner, Shintaro Okazaki
Place of Publication	Wiesbaden, Germany
Publisher	Springer, Springer Nature
Pages	365-377
Number of pages	13
Volume	3
ISBN (Print)	9783834942913
DOIs	https://doi.org/10.1007/978-3-8349-4291-3_28
Publication status	Published - 2012
Event	International conference on research in advertising (10th : 2011) - Berlin, Germany Duration: 24 Jun 2011 → 25 Jun 2011

Conference

Conference	International conference on research in advertising (10th : 2011)
City	Berlin, Germany
Period	24/06/11 → 25/06/11

Access to Document

10.1007/978-3-8349-4291-3_28

Cite this

@inproceedings{369ac3fe996641e4a80c4aa4c7e69c84,

title = "When bad is good: the creative conundrum of agency-client relationships",

abstract = "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.",

author = "Sasser, {Sheila L.} and Scott Koslow",

year = "2012",

doi = "10.1007/978-3-8349-4291-3_28",

language = "English",

isbn = "9783834942913",

volume = "3",

pages = "365--377",

editor = "Martin Eisend and Tobias Langner and Shintaro Okazaki",

booktitle = "Advances in advertising research",

publisher = "Springer, Springer Nature",

address = "United States",

note = "International conference on research in advertising (10th : 2011) ; Conference date: 24-06-2011 Through 25-06-2011",

}

Sasser, SL & Koslow, S 2012, When bad is good: the creative conundrum of agency-client relationships. in M Eisend, T Langner & S Okazaki (eds), Advances in advertising research: current insights and future trends. vol. 3, Springer, Springer Nature, Wiesbaden, Germany, pp. 365-377, International conference on research in advertising (10th : 2011), Berlin, Germany, 24/06/11. https://doi.org/10.1007/978-3-8349-4291-3_28

When bad is good: the creative conundrum of agency-client relationships. / Sasser, Sheila L.; Koslow, Scott.
Advances in advertising research: current insights and future trends. ed. / Martin Eisend; Tobias Langner; Shintaro Okazaki. Vol. 3 Wiesbaden, Germany: Springer, Springer Nature, 2012. p. 365-377.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - When bad is good

T2 - International conference on research in advertising (10th : 2011)

AU - Sasser, Sheila L.

AU - Koslow, Scott

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

U2 - 10.1007/978-3-8349-4291-3_28

DO - 10.1007/978-3-8349-4291-3_28

M3 - Conference proceeding contribution

SN - 9783834942913

VL - 3

SP - 365

EP - 377

BT - Advances in advertising research

A2 - Eisend, Martin

A2 - Langner, Tobias

A2 - Okazaki, Shintaro

PB - Springer, Springer Nature

CY - Wiesbaden, Germany

Y2 - 24 June 2011 through 25 June 2011

ER -

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

Abstract

Conference

Access to Document

Fingerprint

Cite this