Working With Agencies: An Insider's Guide
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Product Description
Product Description
The client/agency relationship is an area fraught with potential problems. Competition in the field has now augmented the necessity to understand the working relationship far more thoroughly to help the client to get better value from the agency. The demand has moved from the need for client satisfaction to the need for excellence when it comes to agency performance. Only by having a good relationship can a client get the best advertising (and the same applies to both sides of the equation). A good relationship rests on a raft of elements, all of which are covered in this book.
From the Back Cover
Change is afoot in the nature of the relationships between creative agencies and their clients. On one hand, clients are becoming more experienced and demanding; on the other agencies are increasingly polarized between the big consolidated groups and smaller independents. Yet as more organizations than ever seek like–minded business partners and more agencies throw off the historic mantle of creative aloofness, so a new potential for collaboration between them grows.
Working with Agencies has been written for marketers in client organizations who want to refine their skills in the key areas of selecting an agency, briefing creative work, creative evaluation and developing campaigns together. Mike Sims explores the partnership from both sides, stressing that even the most creative products require a logical approach to communication, and shows how clients can ensure that their relationships deliver synergy, campaign efficiencies and a strong market presence.
In a new landscape the basics of productive cooperation remain: knowledge, trust and a sense of collaborative adventure. This book reveals the inside secrets of how to achieve all three in your own agency relationships – and reap the rewards.
Inside This Book
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First Sentence
Just read the marketing press on one single day; it is difficult to understand what the norm currently is in agencyclient relationships. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Just read the marketing press on one single day; it is difficult to understand what the norm currently is in agencyclient relationships. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Hardcover
In Working with Agencies Mike Sims shows how clients and agencies can work in partnership to deliver great communications. He gives expert guidance about developing relationships and working practices, pitched at everyone from experienced marketeers to people new to the field . His insider's point of view offers a fresh perspective, and he uses personal experience to demonstrate examples of what works (and what doesn't). I found his Tips and Comments sections really engaging and useful, and there are loads of practical forms and tick-lists, like the campaign brief, creative evaluation form and cost estimate, that are relevant in any job. This book also shows how to successfully deal with potentially controversial areas like finances and giving feedback on creative output. Although this is a comprehensive guide, it reads less like a textbook and more like sound advice from a trusted friend. It's easy to find the information you need if you don't want to read the entire book, and I keep it within arm's reach on my desk as a reference. Since I've had this book, I've applied some of Mike's tips to good effect: the 'long train journey test' works for recruitment as well as agency selection! Working with Agencies is now required reading for anyone on my team.
Format:Hardcover
When a client selects an advertising agency, that choice marks the beginning of a very special, potentially profitable affiliation. When the relationship works well, it creates an energetic creative and business mix. But when agencies and clients fail to connect, conflict brews and often becomes public and expensive. Thankfully, advertising consultant Michael Sims makes the job of hiring and managing an agency much easier with this detailed, U.K.-oriented guidebook. He sketches the primary pitfalls and explains how agencies work. Sims explains how to manage the business and creative aspects of the relationship, and he includes checklists and forms so you can follow his recommendations. Yet, while helpful, Sims delves into unnecessary detail and his long lists seem somewhat simplistic. Still, getAbstract finds this treatise eminently practical for anyone who needs a primer on ad agencies and wants to maximize this crucial business relationship.
Format:Hardcover
This is a truly original work which takes you through all the important things you need to know about working with agencies. I have found nothing else like it on the market. I believe that the book can enhance your agency relationship and help you to get the best value from your agency.
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Most Recent Customer Reviews
Invaluable Insight
Sims has produced an excellent and thorough book. We recently needed agency help in our organisation and this guide helped us enormously to make the right decision. Read more
Published on 20 July 2009 by S. Bates
Practical Refresher
Working in different government roles requires me to work with agencies from time to time. I need a genuinely useful, practical book to remind me of how best to manage that... Read more
Published on 15 July 2009 by C. Nalty
Ensuring Agency Success
Mike Sims' new book is essential background reading on selecting and managing marketing agencies. The book is full of useful tips to ensure successful relationships and for those... Read more
Published on 28 Jun 2005 by Stephanie Forrest, Motorola
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